Featuring artwork by Matt W. Moore.
Rémy Martin have partnered with artist Matt W. Moore to create a new augmented reality (AR) branding experience that see the brand move past traditional packaging and embrace a virtual, graphical language. The AR experience will encourage users to pick up their mobile phone or other suitable devices and fill the world around them with visually stunning vector graphic work.
As reported by Digital Arts, the brand collaboration is better classified as an AR Tour (ARt) application which invites users to revisit major cityscapes around the global and take on the role of viewer as well as artist, to play with a vast pallet of 3D graphic elements designed by Moore. These have been created from a range of different inspirations include the likes of grapes and leaves of the Cognac region to more abstract creations. All of these fall from the sky into the users view, almost like an invasion of vector art across the world.
“My first goal was to design all of the different existing elements: the grapes, vines, leaves, sunbursts, custom typography for VSOP, and the overall flow of the compositions,” Moore explains. “Once we established a healthy library of illustrated assets, the next step was to compose them in clever ways for each of the different applications – gift box, bottle label and beyond.”
This is not the first time that Rémy Martin have done a project that leverages immersive technology as in mid 2017 they released a mixed reality (MR) experience for Microsoft HoloLens. This followed the links of drinks makers such as Guinness and Glenfiddich who had published virtual reality (VR) content before this. In the MR experience, the user is presented with a table that has images on it of the Cognac Grande Champagne and Cognac Petite Champagne vineyards, while the Cellar Master of the House of Rémy Martin, Baptiste Loiseau describes the importance of the vineyards in creating Rémy Martin’s famous cognac champagne.
Rémy Martin’s new ARt application is available to download on the Apple app store right now and gives users the chance to change the world around them with beautiful artwork.