The dynamics of the marketing industry are always changing making it harder for brands to keep up with them. The recent significant change in branding is being shaped by 3D trends like virtual spaces, NFTs, and the metaverse. The root cause of this new inclination towards 3D trends can vary but its future potential is what, as a brand, you should focus on.
One single campaign in your own customized virtual space can equal tens and hundreds of conventional marketing campaigns. It brings an output that is highly effective, impactful, and retained longer by the audience. To give you a glimpse of the potential of virtual spaces and 3D trends, here are the results of our collaboration with OLED Space.
These are the results of 3D campaigns in today’s world. They have a gigantic reach, enormous impact, and easy creation functionality. As a brand, you can easily expect high return on investments when you switch your marketing strategies with 3D virtual spaces and trends.
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Most luxury brands have a history of skepticism in accepting digitalization. This skepticism, however, has lessened throughout the pandemic. Now, luxury brands have taken on innovative measures that embrace trends and digital prestige. Therefore, 3D industry trends play an essential role in the luxury marketing sector.
Beyond traditional advertising and design, 3D assets enhance campaign visuals and shopping experiences. From design to e-commerce imagery and augmented reality, 3D assets can significantly help luxury marketing.
Brands in this sector are based on exclusivity and build exceptional experiences. Hence, trends in 3D present a variety of options for brands to evolve in the digitalization of services.
The growth of social media and its constant updates push companies to reinvent their branding strategies to meet audience expectations.
The appeal of luxury has driven into some specific techniques in the last couple of years. Listed below are ways in which 3D technology has become a favorite resource to create impactful campaigns.
The vast market competition demands companies to be trend-setters. Therefore, the growing use of AI and Big Data has improved customer relationships through advanced data analysis. Artificial intelligence runs from the manufacturing process to the points of sale.
Similarly, AI has also been used to recreate 3D models of people’s bodies for virtual avatars. These are mainly used to visualize clothing on humans or star in advertising campaigns.
Many luxury brands are adapting augmented reality filters to increase online shopping, especially for virtual try-on. For example, fashion retailers are experimenting more often with AR filters to create memorable and immersive experiences for customers.
Burberry, Chanel, Dior, and more have launched AR filters to promote their products.
Burberry’s most recent Instagram AR Filters
Virtual reality is an excellent medium of opportunity for marketing and consumer interaction. Through VR experiences, customers have immersed themselves in “real-use experiences” of products and services. From virtual tours and online in-store shopping, VR is one of the most used 3D industry trends.
An online environment where a brand can digitally showcase its product. 3D Virtual Spaces provide both abstract and hyper-realistic representations of products that grant users a completely virtual experience.
The fashion industry reinvented itself during the pandemic. One such way was through virtual fashion events. Therefore, using virtual avatars, 3D renders of clothing, and launching its collection digitally had positive results. Audiences can enjoy rich and fully rendered virtual spaces from the comfort of their homes.
To showcase their luxury appliances, the LG Signature made sure its latest marketing campaign was entirely virtual. Furthermore, its electronic products were visualized in different virtual spaces with luxury furnishing. To learn more about LG Signature’s #Voyage, read our full breakdown here.
LG Signature’s #Voyage campaign took its consumers around the world through 3D Virtual Spaces
The ultimate Dior digital campaign offered an immersive experience with access to its latest runway through “Dior Eyes.” A virtual reality headset, designed entirely by Dior’s workshop in partnership with DigitasLBi Labs France using a 3D printer, allowed its users to take a look and move around the brand’s fashion backstage world.
For its dystopian Autumn-Winter collection, luxury fashion brand Balenciaga presented a virtual runway show. In addition, the brand sent Oculus glasses to around 300 guests worldwide and was released through its video game Afterworld, The Age of Tomorrow.
Moreover, this fashion show was a multi-faceted virtual experience: a complete runway collection of themes inspired by dystopian, escapist, and existentialist ideas.
Ralph Lauren partnered with Zepeto, a South Korean social network and leading metaverse platform in the region, to launch a campaign with virtual avatars inside its platform.
Both companies recreated virtual versions of iconic real-life locations from New York City. Additionally, they also created an iconic Ralph Lauren collection of 12 digital looks and 50 items. This partnership has allowed Zepeto users to showcase their avatars wearing the Ralph Lauren 3D collection while having the opportunity of taking virtual selfies.
3D industry trends are revolutionizing luxury marketing. The luxury sector benefits from the multiple ways a brand’s product or service can be advertised. Hence, luxury companies demand the aspects of hyperrealism, exclusivity, and innovation. Through digital solutions, such as 3D technology, brands have enhanced their imagery in social media and increased the recognition of target audiences online.
Furthermore, advances and the emergence of new trends related to 3D assets continue to offer several options to create impactful and inspiring virtual campaigns.
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