Kate Lynham

Coty: AR Mirror

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The background

Burberry and global beauty brand Coty wanted to amplify their signature fragrance “Her,” all while touting its new identity. They had to prove that fashion and beauty are tech-forward and willing to do what it takes to break through the industry clutter.

The execution

The first release in a series of installations was an AR Mirror where shoppers could interact with Burberry’s iconic ribbon in real time. Up to three people at a time were able to twirl, twist and play with the ribbon, as well as using pre-built ‘shape frames’ to grab their iconic moment via a selfie. A bonus ‘party mode’ was there to discover too.

As if the mirror wasn’t enough to grab the attention of customers, we also created a ‘glass box’. A touch table that appears at first to be an analogue plinth, but which transforms and comes to life when touched. Through the use of touch foil and a rear-projected top surface, it reveals behind-the-scenes content from the “Her” campaign featuring Cara Delevingne.

In addition to the physical installations we created a Snapchat lens to enable everyone across the globe wherever they are to interact with the campaign. The lens had different interactions for the front and rear camera including the ability to create a stop motion photo sequence, just like the campaign. The rear camera World lens featured a unique Snapchat interaction allowing users to use AR to draw a Burberry ribbon in their own world environment and then capture their moment with it.

The results

The first installation debuted in London’s Selfridges before it went on a global tour. And as everyone clamoured to interact with the brand they love, we can’t wait to see what we pull off next.