Dior innovates with augmented reality gift sets

For the holidays, Dior is offering an innovative, immersive experience with gift sets enhanced by augmented reality.

The House of Dior has teamed up with Atomic Digital Design to unveil an original, technological idea for the festive season. The gift boxes, adorned with QR codes, now offer a poetic immersion in augmented reality via Snapchat. By scanning the code, users discover an artistic universe inspired by the Cruise 2025 collection, a creation by Pietro Ruffo.

Technology at the service of the art of gift-giving

With this project, Dior confirms its commitment to marrying tradition and innovation. Thanks to the expertise of Atomic Digital Design, the AR (augmented reality) experience not only sublimates Pietro Ruffo’s creations, but also reinvents the emotion associated with luxury. As Clément Guilloton, Creative Producer at Atomic, points out, “We’ve created an immersive, interactive experience that sublimates the art of the gift, while rethinking the way technology can enrich the emotions of luxury.”

A strategy designed to appeal to Gen Z

Augmented reality is an integral part of Dior’s marketing strategy to reach Generation Z, a young, technophile audience. This generation, which could account for 30% of luxury purchases by 2030, is the ideal target for these interactive and creative experiences. Dior thus joins other major houses such as Louis Vuitton, Jacquemus and Cartier, which are also exploiting AR. For example, Cartier offered a virtual fitting of its Trinity ring on Snapchat.

Also read: Le Royal Monceau and Repossi light up Paris for the holidays