Rémy Martin debuts mixed reality experience

Rémy Martin is set to unveil its first global mixed reality experience, inspired by the brand’s “core values” of creativity and craftsmanship.

Rémy Martin’s Rooted in Exception initiative will use Microsoft HoloLens

Rémy Martin has partnered with mixed reality expert Kazendi to devise an interactive installation, called Rooted in Exception. The marketing push will feature Microsoft HoloLens, the first self-contained, holographic computer, enabling people to engage with virtual content and interact with holograms.

Accompanied by the voice of Baptiste Loiseau, Rémy Martin’s cellar master, 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.

“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?” said Augustin Depardon, Rémy Martin global executive director.

“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,” added Maximillian Doelle, Kazendi chief holographic officer.

Making its debut in Los Angeles this Thursday (15 June), the Rooted in Exception initiative will then roll out in stores and events worldwide.