Godrej’s augmented reality show at LIFW

Digital Law & Kenneth built a unique augmented reality experience at Lakme India Fashion Week for Godrej Interio.

e4m by exchange4media Staff
Updated: Mar 7, 2012 8:02 AM
Godrej’s augmented reality show at LIFW

Godrej Interio and Digital Law & Kenneth joined hands recently to create the first ever augmented reality-based fashion show at the Lakme India Fashion Week (LIFW).

While the audience were sitting to view Anita Dongre's latest collection, a surreal experience that brought together technology and fashion was witnessed by the crowd. Digital Law & Kenneth conceptualised the unique experience that was designed to launch Godrej Interio’s latest furniture line ‘Freestile’.

Commenting on the unique way of launching a new range, Bedraj Tripathy, Senior General Manager, Godrej Interio said, “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.”

"Godrej Interio’s AR stunt at LIFW for me had two highlights. Firstly, a near perfect integration of technology, brand promise and a prestigious event and on the other hand, it was a great example of brand immersion,” said Anil Nair, MD, Digital Law & Kenneth.

Hungama and White Leaf Entertainment were the technical partners and event organisers who joined hands with Digital Law & Kenneth for the execution. The augmented reality segment took place in prominent slots during the fashion show.

“This goes on to show how brands are increasingly finding different ways of connecting with consumers. The entire augmented reality bit was painstakingly executed thorough numerous rounds of rehearsals and co-ordination with show choreographers,” said Jaya Bhatia, VP, Digital Law & Kenneth.

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