Virtual Brand Experience | Concept

Holoride: Virtual Reality meets Real World

Credit: Audi

The decline of the large scale business to consumer events is evident across the globe as multinationals choose more and more to market products and services via digital platforms and targeted live experiential activity. This is as much a result of consumer trends as it is a brand’s willingness to produce live events, as the way that people tend to engage with content is via digital platforms and technologies. This is probably best surmised by the continued decline of the motorshow industry.

Simultaneously we live in a changing world with an increasing concern regarding the sustainable nature of live event production, and we begin now to assess the necessity of global travel to enable face to face communication.

In 2005, Unity Technologies launched a game engine aimed to ‘democratise’ video game development and over the 2010s game engines have transitioned into other industries by extending and marketing their real-time 3D capabilities to a wider audience: primarily automotive, film and specialised augmented/virtual reality applications.

This has resulted in the rapid upscaling of the industry to manifest high fidelity virtual narrative environments, experiences and interactions. These are now commonplace in everyday life. It is on this basis that there is now a mandate for this technology to enter and radically affect the core creation of live brand experiences, and I begin to explore this concept within the presentation below.