Godrej Interio launched their latest range of furniture Freestile usingaugmented reality at the recently held Lakme India Fashion Week in Mumbai. Digital Law & Kenneth conceptualised the activity that was part of Anita Dongre's show at the event. Hungama and White Leaf Entertainment were the technical partner and the event organizers respectively for the show.
Watch the video here:
On the activity, Bedraj Tripathy, senior general manager marketing, Godrej Interio, said, "We have thousands of products which we obviously cannot display at the stores. Hence, we resort to using technologies to showcase the same. When the idea of integrating with Anita Dongre's show came up, the basic idea was placing the furniture as a prop. However, to create more impact, we decided to use augmented reality and surprise the audience by showcasing it on the ramp and even getting the models to interact with the furniture."
"Godrej Interio¹s AR stunt at LIFW for me had two highlights - near perfect integration of technology, brand promise and prestigious event and on the other hand it was a great example of brand immersion, higher order level in the future of engagement," said, Anil Nair, managing director, Digital Law & Kenneth.
The models walking down the runway interacted with the furniture as part of the fashion show. The augmented reality segments took place in prominent slots during the fashion show. Models interacted with the furniture at the beginning while the grand finale took place when Anita entered the stage in the end for the final AR segment.
"With the advent of newer models of communication, digital is slowly getting streamlined into mass consciousness and becoming an integral part of brand building activities. With Design HQ- a platform that fosters cutting-edge design and innovation in furniture, the concept beautifully complimented our thought," he explained.
"A lot of effort went in the creation of this unique augmented reality show. Right from the technological guys, event coordinators to show choreographers pulled off the entire activity. It was exciting to see the audience cheer for something innovative like this," added, Jaya Bhatia, vice president, Digital Law & Kenneth.