Brand spotlight: Holition
Augmented reality is becoming the popular choice for high end retail thanks to being such an immersive technology for all areas of custom. In the UK, digital creative company Holition have installed a technological shopping experience at the likes of Harrods and Selfridges and was a large crowd puller at the NEC Showcase’s retail zone.
Using an NEC screen, a Microsoft Kinect and some serious software, Holition exhibited a virtual jacket try-on at the event, using the same techniques that have previously been done by the company for items such as watches, jewellery and other clothing. The user is able to select an item of clothing they wish try on using gestures into the mirror displayed on the screen. Then using a marker item on the user, the software places a 3D virtual object onto the user and it moves with them to create a natural look for the buyer.
Although a majority of people will see this opportunity as perfect for shop windows and changing rooms, Holition have already taken it a step further with mobile phone apps or via online stores, again using a camera and a tag that is read by the software. At the moment, this kind of application only seems fitting in a retail environment, or for gaming as shown by the likes of the Kinect but we’re sure it won’t be long until augmented reality is seen elsewhere.
Below is a video from Holition demonstrating their virtual watch try on for the brand Tissot.