The thinking behind digital innovation

We spoke to Senior Art Director Clément Cheguillaume about Connected Frame, an augmented reality (AR) retail innovation conceived for leading luxury client Hublot. How does blue-infinity bring original ideas to life?

Hublot Connected Frame was recently showcased at the Dentsu Aegis Network booth at dmexco 2017, an international leading digital marketing conference.

Clément is in our Creative Studio and part of the team behind the AR technology which brings the Connected Frame experience to life. He explains how the innovation works, “The user's movements under the showcase are captured using Leap Motion, and are transmitted in real time through Unity software to create a 3D holographic image of their chosen watch model on their wrist.”

Customer data is collected using a smartphone interface and connected to Salesforce CRM, allowing clients to take appointments with sales people or enter preferences for remarketing. The display also offers an intelligent solution for the storage and safety of valuable watches in the retail market.

Clément explains the choice of technology, “We wanted to combine technology and creativity to bring the full experience to life. The use of 3D, Android, Unity software and Leap Motion was a combination that allowed us to optimise every moment in the interaction," says Clément.

Working with these tools was not easy, “We developed proprietary technology in-house, to perfect the virtual display and ensure an optimal experience. I think that this was a challenge at first as was the 3D rendering of the watch models, so that they would be as real as possible and as close to their original. We worked hard to best represent them.”

Mario Ballario, Front End Dev Practice Manager, blue-infinity Linked by Isobar, was interviewed at dmexco and says, “The opportunities for AR at retail are limitless. Retailers have already rolled out consumer-facing AR to enable virtual shopping for clothing, make-up and accessories. What is unique here is that whilst most AR applications today are mobile based, our AR experience is accessible to all shoppers – through the simplicity of a kiosk solution that provides a premium and engaging experience.”

Markets are looking for innovation that helps unlock the digital potential of brands, they are hungry for digital innovation and by pushing the boundaries of creativity and technology, Clément and the team have brought a unique idea to life. Well done!

Experience Hublot Connected Frame (view video), which was recently Shortlisted at the Meilleur du Web Awards 2017 for the category Innovation.

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About the author

kirk havelock
Kirk Havelock

Kirk drives internal and external communications according to company goals, ambition, values and culture, to support objectives throughout Dentsu Aegis Network.