Augmented Reality experiences for The Maisons of Richemont
- Augmented Reality
- User Experience Design
- User Interface Design
The
Background
Richemont, parent company of world-famous luxury brands like Piaget, Mont Blanc, Jaeger-LeCoultre and Cartier, wanted to create an innovative experience for their Arcadium exhibit, a popup at Hudson Yards in NYC. This would be their first multi-brand popup for consumers, so it was important it went off without a hitch. Working with the CXR team, they arrived at an idea of an immersive magic room that would showcase several brands and become the central exhibit to their popup experience.
The
Background
Storyboard designs from Richemeont’s Ideation phase
Storyboard designs from Richemeont’s Ideation phase
The
Challenge
The Richemont project had several challenges we gladly tackled:
- Break-neck turnaround time of 11 weeks
- They needed seven unique AR experiences for their brand
- Numerous 3D models
- Complex interrelated sound design
- Showcasing multiple unique brands while maintaining corporate branding
- Needed a unique way to feature products without any physical product
The
Challenge
Features +
Process
CXR quickly met with each brand to define the story of each AR experience. It was important that we captured the essence of each brand in their story while keeping the experience as a whole unified under the Richemont brand. After a few brainstorming sessions, we moved into storyboarding.
Once the initial brainstorming sessions were complete, we brought each brand’s story to life through intricate storyboarding. We were still facing our tight deadline, so we worked rapidly to produce numerous storyboards in just a couple of weeks. Thanks to the detailed brainstorming sessions, most storyboards were approved on the first turn, allowing the project to quickly to move into development.
For sound design, we needed to balance the shared experience within the room with the unique visitor experiences as they navigated the space.
To solve that challenge, each story is comprised of its own ambient music along with spatial sound effects that correspond with a user’s interaction with the story. The ambient music would play from the main speakers within the magic room, while the spatial sound effects would play from the user’s iPad.
Due to the rapid turnaround time, we began creating sound design late in the storyboarding stage. Once the development matured, our sound design team refined the assets to ensure a perfect match with the experience.
Our architects had to shape a complex, interrelated backend to ensure users had a consistent shared experience. We created a powerful infrastructure that ensured the scenes and music would always stay synced, emailed selfies to visitors, and gave the Richemont team control over the overall session with a custom session controller.
3D Models &
Animations
3D Models &
Animations
Results
A Wildly Popular and Engaging AR Experience
Our architects had to shape a complex, interrelated backend to ensure users had a consistent shared experience. We created a powerful infrastructure that ensured the scenes and music would always stay synced, emailed selfies to visitors, and gave the Richemont team control over the overall session with a custom session controller.
Results
