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Rémy Martin launches Rooted in Exception mixed reality using Microsoft HoloLens technology

Published 08 June 2017

Rémy Martin, a French firm that primarily produces and sells cognac, has launched the Rooted In Exception mixed reality experience using Microsoft HoloLens technology.

"Rooted In Exception" mixed reality will be first seen by attendees at a private Rémy Martin party in Los Angeles on June 15 before rolling out to luxury retail stores and events worldwide.

The experience was created in partnership with Kazendi, Europe's leading HoloLens development studio, to allow consumers an entertaining yet educational opportunity to learn how the luxury consumer brand, Rémy Martin, is "Rooted in Exception," most notably through specializing in making Cognac Fine Champagne.

"To us, Mixed Reality provides an amazing medium for storytelling. It allows us to reveal our roots, our chalky soil, and our exception by virtually showing it raise from the ground for consumers to see.  The breath-taking HoloLens technology further convinces our clients why Rémy Martin is "Rooted In Exception," explained Augustin Depardon, Global Executive Director of Rémy Martin. "This innovation project recognizes the prominent role of technology in our lives. Rémy Martin is committed to bring people together for exceptional moments of sharing and celebration. Microsoft's HoloLens technology came naturally as an immediate innovation answer to sharing these moments in an emerging social space."

The user is invited to approach a three-dimensional table on which the HoloLens projects elements of Cognac Grande Champagne and Cognac Petite Champagne vineyards. These two regions, of the six, make up the heart of the Cognac region, Fine Champagne. The mixed reality experience is also accompanied by the voice of Baptiste Loiseau, the Cellar Master of the House of Rémy Martin, where he explains the importance of the terroir in the Fine Champagne region.

"Ultimately, mixed reality is deeply about engaging people in new social experiences. We are thrilled to launch our first consumer brand experience using HoloLens with Rémy Martin, who, although an almost 300-year-old brand, keeps on nourishing its exception and tradition through innovation" stated Maximilian Doelle, Founder and Chief Holographic Officer of Kazendi.



Source: Company Press Release