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Garrard unveils augmented reality windows

Garrard developed a virtual “try on a tiara experience” in the window of its Albemarle Street store as part of UK Vogue’s Street Lights initiative earlier this week.

The luxury jeweller partnered with augmented reality technology company Holition to create the interactive campaign, which allows users to see themselves wearing the precious item.

Advanced photo-realistic computer modelling and Holition’s unique real-time light reflecting technology means the user can even see each diamond sparkling as they move.

Creative director at Garrard, Stephen Webster, said: “Having seen a demonstration of the technology being developed by Holition we thought it would be fun to use the technique of virtually trying on jewellery and adapt it to create a unique window for Garrard.”

Holition has previously worked with the likes of Tissot, Boucheron and Taccori on similar initiatives.

Garrard’s interactive tiara experience will remain in its windows until May 15. It forms part of the Street Lights project set up by Vogue jewellery editor, Carol Woolton, which in collaboration with The Royal College of Art and Central Saint Martins is focused on creating innovative displays within the windows of fine jewellers.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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