How AR helps luxury brands to build immersive experiences

What is Augmented Reality?

Augmented Reality solution by SmartPixels
Augmented Reality solution by SmartPixels

Augmented Reality is a technology that enables users to seamlessly blend virtual objects with the real-world environment. It displays them in real-time as superimposed 3D renderings on the screens of devices such as phones and tablets.


Augmented Reality is expanding and becoming more common across a diverse range of applications. However, this article will focus on Augmented Reality solutions, mainly for the fashion and luxury industry.


Several studies and research have shown that Augmented Reality is much more than a merely promotional tool. To illustrate, 19.8% of shoppers are more likely to make a purchase, after interacting with Augmented Reality [1].


These days, consumers are looking more and more for immersive and engaging experiences when dealing with e-commerce purchases. Recent research has highlighted how 3D visuals can enhance the purchase experience.


A report on e-commerce from Shopify confirmed that on average, 3D visualization increases conversions by 94%.

Why is Augmented Reality becoming crucial for luxury brands?

Augmented Reality solutions for e-commerce
Augmented Reality solutions for e-commerce

According to Geoffrey Perez, Global head of luxury at Snapchat, luxury brands view Augmented Reality as an extension of their creative universes.


The luxury world started to experience this solution in 2015. The first company was Burberry. It released an AR app, which enables users to digitally repaint their surroundings with artwork by Danny Sangra, inspired by Burberry’s universe.


In line with studies, an Augmented Reality visualization will be a standard component of every brand’s digital shopping experience within three years, helping to boost conversion and lower returns.


According to Boston Consulting Group, two-thirds of luxury purchases are now “digitally influenced,” Therefore, high-end brands are concentrating more on connecting with consumers online or through smartphones.


In fact, users are able to interact with clothing and accessories, virtually try them on, compare the different pieces side by side, and view the looks in the same room as they are. 



How luxury brands exploit the power of Augmented Reality?

1) Tiffany & Co X Snapchat

Augmented Reality solution realized by Snapchat for Tiffany & Co.

This project was developed to celebrate Tiffany & Co. 185° anniversary. The aim was to add a virtual dimension to this experience, through an Augmented Reality solution entirely created by Snapchat.


Users had the chance to wear the brand’s iconic jewels, as 3D renderings, simply by using their mobile devices. In particular, they had the possibility to try on the iconic Yellow Diamond through Snap Camera Kit.


Utilizing 3D technologies, particularly Augmented Reality, can produce a significant return on investment for brands.


By exploiting Snapchat’s AR solution, Tiffany & Co. provides its audience with fresh, tailor-made experiences to make them discover the brand’s universe.


As a result, the brand forged a new kind of connection with its audience, engulfing them in its world and forging deep emotional connections. In the end, this emotional bond served as a means of boosting sales.

2) Augmented Reality lens for B27

Dior B27 sneaker in Augmented Reality
Dior B27 sneaker in Augmented Reality

The Maison Dior exploited Snapchat’s Augmented Reality fitting to commemorate the release of its newest trainer.


The 3D technonogy experience encompasses the use of a dedicated lens allowing the virtual fitting of the six variations of the trainer, seen as 3D renderings. The experience is directly linked to the brand’s e-commerce, in an attempt to boost conversions.


The filter developed by Dior is an excellent example of an Augmented Reality implementation widely used in retail: virtual-try-on.

AR enables the integration of 3D images into actual environments. With the aid of virtual try-on tools, you can visualize how products would appear on your body in a physical store.


SmartPixels’ 3D visualization service helps brands to implement a virtual try-on tool on their website. In this way, customers will be given more information to consider before making a choice.

How SmartPixels can help you with Augmented Reality?

SmartPixels’ Augmented Reality solutions

SmartPixels is a leader in the visualization and creation of interactive 3D digital twins. Digital assets for a range of applications, including augmented reality, can be created and implemented using the SmartPixels 3D rendering software.


SmartPixels uses glTF file formats to deliver Augmented Reality solutions. An open-source file format called glTF (Graphics Language Transmission Format) was created for the quick transfer and loading of 3D models with a large amount of data.


A 3D rendering of a product that has been created can be exported as a glTF file. This file format is becoming more popular as the current standard for data streaming to augmented reality applications because of its speed, readability, and a high degree of adaptation.


Therefore, if your platform supports a more contemporary format and your brand’s objective is to transfer 3D renderings in real time, SmartPixels can integrate glTF file formats to satisfy all of your needs.


SmartPixels is a leader in the development of highly personalized experiences and ultra-realistic 3D visuals. Please get in touch with the team to develop your next AR experience!



[1] https://hbr.org/2022/03/how-augmented-reality-can-and-cant-help-your-brand