Topic: Digital experience, digital fashion, augmented reality, XR
Interview
Media: EnVi
“Augmented reality is just a way to express differently a story (and narratives) for the end-user,” François tells EnVi. “In other words, what’s interesting with AR is not simply the story or features they convey – they’re more of a support, a frame, a playground – but what will remain in people’s minds, which narratives they will keep, how it can potentially affect in a meaningful way their life. It can be related to a clear benefit (i.e. additional information in the street, on a product) or to an emotion (making people smile, sharing a fun moment, etc.) In other words, whenever an augmented reality experience adds a value proposal that is strong enough to justify the time and frictions to users, it is worth exploring.”
