Welcome back to What The Luxe, a newsletter packed with insights & intelligence for luxury, beauty & lifestyle marketers —written by me, David Klingbeil
Luxury and Augmented Reality
What if we were at the start of a wave of AR in the luxury world?
Luxury brands have always embraced digital innovation. From using drones as models at fashion shows, to creating chatbots as sales ambassadors or imagining luxurious connected objects, luxury Maisons are eager to leverage the latest and shiniest technologies.
And Augmented Reality (or AR) is the shiniest technology available today. It’s not something new at all. The first utilisation of AR dates back to 1968 with Ivan Sutherland’s first head-mounted display system at Harvard called ‘The Sword of Damocles’. However, the term ‘augmented reality’ wasn’t coined until 1990 by Boeing researcher Tim Caudell. Since then, its popularity has increased year after year.
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