At VivaTech on May 17, 2019, Maison Ruinart shared its feedback on augmented reality, used by the brand to maintain a strong alliance between luxury and digital content

At VivaTech’s LVMH Pavilion, which was incredibly well flowered, high-tech was hatching its “young techno shoots”, with in particular at the top of the gondola an augmented reality application created for Ruinart. Visits in virtual and augmented reality, interactive tastings, anamorphic experience…. The oldest champagne house in France has put small dishes in the big ones to share this new know-how. The House combines tradition and modernity while strengthening the link between luxury and its digital content.

The Ruinart brand, part of the LVMH group, offers its customers the opportunity to immerse themselves in the famous Champagne vineyard, thanks to a solution developed with Virtuose Reality. Objective: “To encourage purchasing via augmented reality, especially from foreign customers who cannot come to Reims,” says AurĂ©lie DorĂ©, International Digital Manager at Ruinart. In practice, consumers must point the objective of their smartphone or tablet on a marker – in this case the bottle label – to activate the animation. They then follow Petit R, a character created for this marketing experience, who introduces them to the brand’s universe. The animation will change depending on the video elements in which the user is interested. An experience that justifies Ruinart’s predominance over innovation, two years after the development of an immersive experience to share its history around a table.