Mixed reality is the combination of Augmented and Virtual, but I would like to add another one called Matched Reality. The reality early adopting brands are missing out on! Brands that are heavily investing in and depending on physical assets such as flagship stores, brand home experiences and other experiential activities should consider focussing on Matched Reality.
As brands like Gucci, Don Julio, PGA TOUR and Mytheresa begin to explore and adopt the Apple Vision Pro we are facing a new paradigm in digital engagement. For brands, it offers a unique opportunity to connect with their audience in deeply meaningful ways, forging experiences that are not just seen or heard, but truly felt. It's the gateway to uncharted territories of human-computer interaction.
However, the current state of brand engagement in released experiences reveals a crucial gap for future success – a disjointed experience that fails to fully leverage the potential of these immersive technologies. I would like to call the gap Matched Reality.
Matched Reality is a transformative approach that goes beyond merely mixing realities; it's about perfectly aligning digital content with the user's physical environment to create seamlessly integrated experiences.
A Catalyst for Various Realities
The Apple Vision Pro, with its sophisticated technology and visionOS, stands as the ideal platform for Mixed Reality. Its ultra-high-resolution display system, capable of projecting 23 million pixels across two displays, and advanced Spatial Audio, create a canvas where brands can craft experiences that are not only visually stunning but also audibly immersive. Furthermore, the device's innovative input system, which includes eye tracking, hand gestures, and voice commands, allows users to interact with these brand experiences in the most natural and intuitive ways imaginable. In this guided tour video of Apple you can see how the current level of immersion looks like.
In the video you can see that the level of immersion now is limited to managing the level of Augmented versus Virtual Reality. What is currently missing is the adding a layer that is seamlessly integrating your physical environment, despite the fact that the LiDAR sensor and TrueDepth camera are more than capable of rendering content into your own physical space.
Make the memorable unforgettable
Imagine a visit to a whisky distillery or champagne house. A perfectly matched reality could transform your visit into an immersive journey through the making process. Visitors could see the history of the distillery unfold around them, visualize the aging process of champagne in the vineyard, and explore flavor profiles of different whiskies in a more interactive manner. Matched Reality could also allow guests to customize their own blends virtually, experiencing how different notes combine, all while being physically present in the historical environment of the brand. This blend of real and virtual would enrich the educational aspect and make the experience unforgettable.
Brands with their emphasis on flagship stores, brand homes, and experiential marketing, stand to significantly benefit from the integration of spatial computing technologies. These innovations allow for the creation of deeply personalized and immersive experiences that can transform traditional physical assets into interactive, customizable platforms. Consumers, increasingly seeking unique and personalized interactions, will likely view such advancements as a testament to a brand's commitment to innovation and personalized service. This aligns perfectly with the trend towards hyper-personalization in today's consumer landscape, offering luxury brands a powerful tool to enhance customer engagement, satisfaction, and loyalty by providing unparalleled, individualized experiences.
A new era?
Spatial computing enables luxury brands to craft experiences that are not only immersive but also intimately tailored to each individual's preferences and behaviors. Through technologies like augmented reality and virtual environments, brands can offer personalized product visualizations, recommendations, and interactive narratives that resonate on a personal level. This personalization extends to services and products, allowing consumers to see themselves in the brand story, thereby deepening their emotional connection and loyalty. Ultimately, spatial computing acts as a bridge, merging the rich heritage and exclusivity of luxury brands with the dynamic, individualized expectations of today's consumers, enhancing the perception of luxury as not just exclusive, but also uniquely personal.
The future of spatial computing with Apple Vision Pro has potential for brands willing to explore this emerging field. By embracing early adoption, brands can gain a competitive edge, positioning themselves as industry leaders in spatial computing. This proactive approach allows for shaping the development of technology, best practices, and customer experiences. Furthermore, it opens opportunities for brand loyalty on a novel platform and possibly recovering ground lost in mobile or social media spaces. As spatial computing evolves, businesses that invest in understanding and innovating in this space could unlock new revenue streams and fundamentally change how we interact with technology.
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