Specialty Apparel

Experiential or Experimental?

Maisons of Richemont North America created an AR/VR experience at New York’s Hudson Yards.

Published

3 years ago

April 7, 2020

VMSD Staff VMSD March-April 2020

Recently debuted at New York’s Hudson Yards, Maisons of Richemont North America (Bellevue, Switzerland) presented a virtual reality/augmented reality showcase dubbed the Arcadium Experience. Well-known brands like Van Cleef & Arpels, Cartier, Montblanc and many others participated in the 11-day temporary showroom that was open to the public, allowing shoppers to engage with the brands through a tech-driven experience.

Set in a 5400-square-foot, empty concrete space, the main experience revolved around a logo, an illustration artist and an augmented reality (AR) room. Visitors could explore the AR room to “uncover” various brand stories. The aim was to make the virtual journey feel playful while retaining the luxurious, boutique vibe Maisons projects.

Watch a video about the project below:

PHOTO GALLERY (16 IMAGES)

Embracing Whole-Brained Thinking in the Design Journey

Strategy needs creative, and creative needs strategy—yep, having both is really the only way of unifying all disciplines with a common vernacular with an eye toward building a strong creative vision that is foundational to the processes. Hear from Bevan Bloemendaal, former VP, Global Environments & Creative Services at Timberland, how to connect the dots between disciplines, claiming and creating a clear differentiation for the brand and ensuring that any asset (experience, product, ad, store, office, home, video, game) is created with intention.