Rémy Martin launches mixed reality experience

Rémy Martin has introduced its first global mixed reality experience, which will be launched in Los Angeles on 15 June, before being rolled out to stores and events worldwide.

The mixed reality experience has been created by Microsoft HoloLens and will be accompanied by the voice of Baptiste Loiseau, the cellar master at Rémy Martin.

Consumers will be invited to drink Cognac Grande Champagne and Cognac Petite Champagne whilst wearing a headset and being educated by Loiseau about the vineyards and story of the brand.

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

Microsoft HoloLens is the first self-contained, holographic computer, enabling people to engage with virtual content and interact with holograms in the world around them.

Instead of isolating people in a virtual world, mixed reality brings people, places, and objects from physical and digital worlds together. It combines the thrill of virtual reality with the power to engage with and personalise surroundings.

Maximillian Doelle, Kazendi chief holographic officer, said: “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’.”