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Holographic experience for Rémy Martin

Rémy Martin has introduced a mixed reality experience using Microsoft HoloLens. The brand activation will be launched during a premier in Los Angeles on June 15 before a global roll-out.

Rémy Martin has partnered with Kazendi to mastermind an interactive and educational method of communicating its ‘Rooted in Exception’ messaging. Accompanied by the voice of Baptiste Loiseau, the cellar master of the House, consumers are invited to take part in an interactive experience, centered around a bespoke three-dimensional wooden table, on which the Cognac Grande Champagne and Cognac Petite Champagne vineyards are holographically displayed.

Augustin Depardon, Rémy Martin global executive director says: "To us, mixed reality is an amazing opportunity for storytelling. How better could we engage our customers and tell them about our roots than by bringing our story to life, for them to see?"

Maximillian Doelle, Kazendi chief holographic officer says: "Ultimately, mixed reality is about engaging people in new social experiences. We are thrilled to launch our first consumer brand experience using HoloLens with Rémy Martin, who, despite being an almost 300 year old brand continues to innovate and build on its manifesto – ‘Rooted in Exception, Rooted in Fine Champagne".

Two years after launching the first bottle, connected through High-Security NFC technology, this Microsoft HoloLens project recognises the important role that digital plays in our lives and through this, Rémy Martin endeavours to bring people together for exceptional moments of sharing and celebration.

Microsoft HoloLens is the first self-contained, holographic computer, enabling people to engage with virtual content and interact with holograms in the world around them. As opposed to isolating people in a virtual world, mixed reality brings people, places, and objects from physical and digital worlds together. It combines the thrill of virtual reality with the power to engage with and personalise surroundings.

12 June 2017 - Sam Coyne The Drinks Report, news editor