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Luxury brands participate in augmented reality innovation with Tatler

Augmented reality specialist Holition has embarked on an exclusive collaboration with Tatler where the magazine’s readers will be able to virtually 'try on' £10 million worth of jewellery.


Luxury brands participate in augmented reality innovation with Tatler

The September issue of the magazine will contain an augmented reality jewellery special, featuring multi-million pound rings that readers can ‘try on’, whilst sitting at their computer.  All they will need to participate is a web cam and a pair of scissors to cut out the ‘tip on’, a specially marked piece of paper which will be folded around the finger as guide for the AR.   

International jewellery brands featured in the editorial piece include   Boodles, Cartier, Chanel Fine Jewellery, Chopard, De Beers, Fabergé, Graff, Harry Winston, Louis Vuitton, Mikimoto, Tiffany and Van Cleef & Arpels.

Kate Reardon, editor of Tatler said: “I’m beside myself with excitement. We’re bringing together the worlds of high tech and high jewellery; frankly I’ll be spending the next week trying on diamonds at my desk.”

Jessica Walsh, Tatler’s Jewellery Editor said: “What excites me is that we have brought together the oldest magazine in the world with an industry steeped in heritage and tradition – and combined the two to create a ‘first-time’ digital innovation."

Walsh added: “Digital technologies are changing the way in which people interact with both media and brands and I am excited to be contributing to this shift through such an exciting initiative.”

Jonathan Chippindale, CEO of Holition said: “We’re delighted Kate Reardon and the team at Tatler have appreciated the potential of augmented reality as it provides an excellent platform for Holition to further increase the creativity and potential of augmented reality technology.

“In the end it is about creating a fantastic stand-out user experience. So many people are looking online for their favourite fashion or jewellery item but what about trying it on before going to buy – it’s all about experiencing the brand in a different way using a webcam – you don’t need to know the technical details you just want to try it on." 

The September issue of Tatler will be available on news-stands from today.


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