As thousands get ready to head to the 2013 Luminato Festival in Toronto starting today, they will have the opportunity to make history with the world’s first virtual art gallery at the Festival Hub that will incorporate a digital installation entitled 20 Bloggers for a Rose: The Lancôme Virtual Gallery.
Lancôme will present a modern twist on the curation of photographic work by some of Canada’s top beauty, fashion & lifestyle bloggers in a virtual gallery installation, which can only been seen with a smartphone at David Pecaut Square during the Luminato Festival.
“Our aim was to offer a fun and engaging digital experience to festivalgoers. Our collaboration with Cundari (and LBAM and CrowdOptic) allowed us to create a unique project that beautifully integrates the Lancôme brand into the artistic nature of Luminato,” said Alexandra Tanner, E-Business and Interactive Marketing Manager, Lancôme Canada.
In order to view the photo gallery, festivalgoers will be invited to download the “Lancôme Virtual Gallery” mobile app from iPhone or Android devices. They can then scan the area with their smartphones and an augmented reality experience will appear, bringing the gallery images to life.
“While the initial plan was to use mobile technology to create an engaging experience that built on the Lancôme brand, we felt there was an innovative opportunity to create a world’s first experience,” says Adrian Capobianco, Managing Director of Digital for Cundari.
These images will be virtually placed in three-dimensional space to create the shape of a rose, the emblem of the Lancôme brand. While the Virtual Gallery viewers pan their surroundings to uncover the 20 virtual images around them, sophisticated mobile software will track the anonymous interactions, motions, movements and compass directions that will form the World’s first human heat map logo.
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