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| Science & Technology |
| What to Watch: Augmented Reality's Getting Real |
| 2023-09-01 |
| [WWD] Today’s augmented reality is undeniably a creature of the web, a tech typically defined by social media lenses, Zoom effects, virtual product try-ons and other fun or useful visual mirages. But those digital bedazzlements are making moves to break out of the online space and into the real world, according to experts. According to Diego Di Tommaso, chief operating officer and cofounder of AR metaverse platform Over, there’s more energy in the space since Apple unveiled the Vision Pro in June. He credits the device, which will release in early 2024, for raising the profile of AR and spatial computing, and he expects brands to take those cues into new territory, including physical locations. "In the next six to 12 months, we expect AR adoption by brands to exist mainly around bricks-and-mortar activations," he told WWD. "[That means] either integrating an augmented reality experience into the exterior of stores, such as Pull & Bear, or including an interior element, like try-ons or product augmentation — anything that can drive people into stores." With that framework, any location can be a store. This may benefit brands with strong online followings in particular, because they could leverage that popularity by beaming a store-like experience with avatars right into shoppers’ homes, he added. In September, Over will team with Pinko on an AR activation at a pop-up store in Florence’s Rinascente building. Though it’s still a little early, the Italian fashion company told WWD, "it will feature exterior and interior AR experiences, including interactive digital products, to drive awareness of a new sustainable product line for the brand." AR’s expansion in the real world is part of a broader push under a so-called "phygital" movement. |
| Posted by:Besoeker |
| #5 ^ That azzhole was working a scam of some sort and the money didn't materialize. |
| Posted by: M. Murcek 2023-09-01 13:14 |
| #4 Real reality is weird enough. EXCLUSIVE: Trans teacher Kayla Lemieux shows up as a MAN with a scruffy beard for the new school year, ditching the Z-cup breasts, blond wig and tight tops |
| Posted by: Skidmark 2023-09-01 12:55 |
| #3 "Faaaabulous! You'll be able to actually drink a Bud Light with Dylan Mulvaney!" |
| Posted by: Frank G 2023-09-01 09:28 |
| #2 According to Diego Di Tommaso, chief operating officer and cofounder of AR metaverse platform Just call me DDT. |
| Posted by: Besoeker 2023-09-01 08:03 |
| #1 "Our product does not suck. It's demonstrably mediocre..." |
| Posted by: M. Murcek 2023-09-01 08:00 |