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Kate Spade turns to augmented reality for experiential Paris launch

Kate Spade New York's augmented reality experience in Paris
Kate Spade New York’s augmented reality experience in Paris

Kate Spade New York is marking the opening of its new Paris flagship with an augmented reality experience designed to bring the city to life.

Joy Walks, as the initiative is called, turns the fashion capital into an interactive playground, enabling users to see “unexpected moments of joy”, such as pink flamingoes frolicking in the Seine and a New York City yellow cab bustling down a Parisian street. When users arrive at the new boutique on Rue Saint-Honoré, they will also be rewarded with a specially made set of branded pins.

A total of 10 key sites in the city are highlighted, each of them delivered from the vantage point of one of three influencers: Adenorah, Natacha Birds and The Balloon Diary (Anna Dawson).

The campaign was built in partnership with brandtech group, You & Mr Jones, who brought AR firm Zappar and influencer marketing company theAmplify on board. It can be accessed via an app called Tapage, from My Little Paris.

“Our brand promise is grounded in inspiring our customer to lead a more interesting life. We are always looking for innovative ways – including new technology – to deliver on our customer-centric brand promise. We are focused on storytelling across a variety of platforms, ensuring that we create thoughtful, unique programming tailored for each specific opportunity. Our latest innovative experience allows Parisians to experience life through the Kate Spade New York lens and brings our particular brand of joyfulness to their city,” said Mary Beech, executive vice president and chief marketing officer at the brand.

Consumers are also encouraged to snap and share their Joy Walk experiences using the hashtag #katespadejoy.

The activity was made using Zappar’s content authoring and publishing platform, ZapWorks, which offers the ability to make interactive, engaging and expressive snackable content for on-the-go occasions. It uses GPS and maps to help the user find their individual location, and also takes advantage of the device’s gyro, accelerometer and compass to display the experiences through the phone’s camera overlaid on the real world with augmented reality.

The interactive map for Kate Spade New York's augmented reality experience in Paris
The interactive map for Kate Spade New York’s augmented reality experience in Paris
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Tatler launches AR issue for Queen’s Diamond Jubilee

The June issue of Tatler magazine features an augmented reality cover that when activated provides additional exclusive content in celebration of the Queen’s Diamond Jubilee.

Made possible with AR app Zappar, the initiative sees a series of fun add-ons, such as being able to dress like the Queen, picture your friends wearing the Crown Jewels and even sit with a virtual version of the monarch’s famous corgi.

Kate Reardon, editor at the Condé Nast-owned title , said: “Not only can you try on the Crown Jewels, but our regal corgi cover star comes to life. How thrilling is that?” Check out the Tatler team experimenting with the app themselves, here.

The images are also shareable over social networking sites including Facebook and Twitter.

This is not the first time Tatler has launched an AR issue, the magazine previously worked with Holition to enable readers to try on luxury jewellery from designers including Cartier and De Beers.

You might also be interested in: Harrods launches Pinterest contest for Queen’s Diamond Jubilee windows