Immersive technology experiences currently available are experiential in nature. However new technologies can provide more than just marketing experiences if used with proper application and specific scope in mind. Just as the consumer experience using VR and AR is rich for the engaged user, marketing can derive strong analytics from studying the behaviour of the user in the experience.

Once a user is immersed and fully cooperating in a virtual environment, they can provide rich data that can be used to better understand behaviour, emotional triggers and their susceptibility to specific factors, including advertising. Future wearable devices – whether these are headsets, glasses or contact lens – will be acceptable socially, ergonomic and with minimal invasiveness. New interaction paradigms such as voice, gesture, gaze and haptics are converging towards the holy grail of the “invisible interface”. Devices will also be loaded with sensors to interpret and measure what we can see: haptic, depth, thermal. Information recorded will be analysed, computed and stored in a cloud, readily available whenever needed. A contextual intelligent of physical and virtual data will enhance the way we look at the world around us. Technologies in development for measuring such data are cheaper and less cumbersome than the traditional methods now in use.

The road from invention and innovation to transformation is not always a straight line. In emerging technologies today, innovation is the ‘front-end’ and transformation represents the ‘back-end’. These systems are currently isolated from each other. Many technologies are still at the level of invention. The next step ‘innovation’ is where technologies find applications that can drive measurable results. Through continuous use, and driving sustainable growth, the technologies will be able to create pure transformation.

When you think about the experiential value that some of the technologies provide, you should also think about how to derive some service value. For the retail industry, technology gives you the opportunity to build layers of compelling service into our products. Product becomes service, and in turn service becomes experience. Products with added service layers drive positive experience, value and loyalty.

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“Combining art, science and tech is the lifeblood of INITION, who’ve researched and developed a plethora of mind-blowing projects.”

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The team at BBC Focus met with Jay Short, New Business Director, who showcased the various technologies and just how they were used to create INITION’s most exciting award-winning projects. Jay provided expert insight into the development of augmented and virtual reality and why we should be careful around the industry if we ever want to see mainstream adoption.

“we must create great experiences now so people can see just how amazing the future of virtual and augmented reality can be.”

Adrian Leu, CEO commented “For the past 15 years, INITION has built its reputation by doing a lot of the first-in-the-market experiences that combine cutting-edge immersive technologies with great content and we are proud of our efforts and what we have achieved. The BBC article is another great testimony of those achievements.”

Read the article on the Science Focus website: http://www.sciencefocus.com/article/inition-london’s-most-cuttingedge-company

Or alternatively, catch the feature in Virtual Reality: The Complete Guide from the makers of BBC Focus Magazine: http://www.sciencefocus.com/article/gadgets/virtual-reality-complete-guide-out-now

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Philip Treacy is a designer renowned for creating hats that appear to defy the possible.  Fashion becomes fantasy and fantasy is given form. In a way that can only be achieved in VR, Spatium allows the viewer to explore the structure of one of Treacy’s most famous creations on a scale that escapes the bounds of the physical. 

The result is an architectural fantasy of light, sound and shadow, bringing together the worlds of image creation (Roland Lane), immersive technologies (INITION), music (Rhythm Section International and Hidden Spheres), spatial sound and audio (Mixed Immersion) and site installation (Lucio Cavallari).

This breathtaking VR experience – intended as part of a trilogy – premieres at SXSW 2017 in the Style and VR Cinema categories, with the remaining two works planned for production in the summer.

Since successfully pitching the idea of the trilogy to Treacy, photographer and director Roland Lane has worked closely with INITION – an award-winning multidisciplinary creative production company with a 16-year track record of seeking and exploiting new technologies for both projects and partnerships.

Director bios:

Alex Lambert is the film’s VR Director, whose previous work for INITION includes the first virtual reality fashion activation in history. He says:

“fasHION DESIGNERS PUSH THE FUNCTIONAL AND FANTASTIC AS FAR AS THEY CAN GO. THEY CREATE ILLUSIONS OF THE IMPOSSIBLE. BUT THEY ARE STILL LIMITED BY THE PHYSICAL CONFINES OF OUR WORLD. WHAT IF THAT WASN’T THE CASE? WHAT WOULD THEY DO DIFFERENTLY TODAY? WHAT WOULD THEY HAVE DONE DIFFERENTLY IN THE PAST? WITH VR WE NO LONGER HAVE TO ASK THOSE QUESTIONS; RATHER, WE HAVE A CHANCE TO ANSWER THEM.”

Roland Lane is a photographer and director who shoots fashion and celebrity work, as well as art projects and believes VR will transform the fashion industry. He has been constantly amazed at how INITION brings ideas to life and what is possible with immersive technology.

“the scope and scale of working in vr is breathtaking; there are no limits to what is possible.”

credits:

INITION and Roland Lane present Spatium. 

Director: Roland Lane
VR Director: Alex Lambert
Written by: Roland Lane & Lambert
Executive Producers: Olivia Lory Kay, Alex Lambert, Roland Lane, Adrian Leu
Producer: Chris McKeeman
Production Designers: Matthew Lambert, Andrew Mason, Lucio Cavallari
VR Creative Developments: Daniel Lambert, Angelina Aleksandrovich
Technical Artist: Sam Thomson
3D Artists: Louisa Bremner, Nader Ebrahimi
3D Development: Grigor Todorov, Pedro Sousa
Unity Development: Chris Orphanides
Sound and Audio: Mixed Immersion
Original Music: Rhythm Section International and Hidden Spheres
Director of Delivery: A. Baris Gencer
Title Designer: Daniel Lambert
Publicity: Maira Hayat

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