Cappasity & InStyle Russia Introduce the First Immersive Issue in the History of the Magazine
Tags: Cappasity, AR, Luxury Tech, Ecommerce, Product Photography

The December issue of InStyle Russia is dedicated to the fashion-tech of the future: virtual materials, digital clothing, and immersive content. Cappasity partnered with the magazine to surprise its readers with a wide range of exciting immersive experiences.

AR-Enabled Magazine Cover

For the first time in history, the cover of InStyle Russia will have an AR format. The heroine of the issue, Stasya Miloslavskaya, one of the rising stars of Russian cinema, will acquire a digital 3D form thanks to the Cappasity technology, and step off the pages of the magazine to join readers in the real world as an AR hologram.

The heroine’s cyberpunk-inspired look, created by the InStyle team, can be transferred to the real world in AR: readers will get to examine it in detail, zoom-in, and appreciate it in scale. All you need to do is scan the QR code on the cover.

About the Technology

Cappasity makes it easy to create and integrate immersive content based on 3D/AR technologies. The company recently introduced AR holograms that are automatically generated from 3D images, and launched the 3DShot mobile app, with which users can digitize anything — from a ring to a house — in an interactive 3D format. All you need is a regular smartphone.

To make the issue immersive, the InStyle team took advantage of the solution used by Cappasity’s enterprise clients: TSUM, YSL, Phillips auction house, Samsonite, Sunlight, ba&sh, LFCorp, Mercury, and many others.

“We have been working in the fashion industry for several years and this project is the first time that we combined fashion, media, and technology to create a completely new experience for the readers of InStyle. In 2020, the lack of a digital strategy with an emphasis on customer experience can be fatal. So today, it is very important that brands know about the technologies capable of bringing them into the future,” says Natalie Reyes, Director of Innovation and Strategic Partnerships at Cappasity.

The AR hologram format has already proven its worth: recently, IFA Paris, one of the most prestigious fashion design schools, held an immersive fashion show using the Cappasity technology:

Since 2018, Cappasity’s mission has been to make immersive technologies accessible to everyone.

“I believe in high-quality product visualization technologies — this is what we will focus on in the coming years,” adds Kosta Popov, CEO of Cappasity.

Immersive Wish List

“The Get” section of the magazine showcases the items on your holiday wish list. They are not just printed on the pages, they can also be brought to life in AR format. It is enough to point your smartphone at the QR code on the page. Each object can also be examined in 3D: rotate it, zoom in, view the details.

Virtual Try-On

Immersive surprises don’t end there. You can now virtually try on the watches from the Harry Winston Kaleidoscope collection. Just scan the QR code on the page.

Immersive Tech Available to Everyone

In order for everyone to create and share immersive content on their own, the Cappasity team has developed the 3DShot mobile app. It allows you to create interactive 3D Views and record 3D Reviews.

You can digitize anything in 3D — jewelry, clothing, even a car. The resulting content can be embedded into your website, blog or showcased on a marketplace. In terms of integration, the process strongly resembles the one offered by YouTube.

If your goal is to promote a product on social media, you can send a link to a 3D View to an influencer and have them record a 3D Review.

Creating a 3D Review is similar to recording a regular product review, only instead of using a physical object, you are recording its virtual copy. All you need to do is install the 3DShot app, open the link and record a 3D Review of the item. During the recording process, you can control the virtual product: move it, rotate it, change its size. 3D Reviews can be saved as regular videos and uploaded to social media like Facebook, Instagram, Twitter, YouTube, TikTok, and others. 3D Reviews increase brand awareness, grab the attention of the audience, and boost seasonal sales.

Sustainable Future

The 3DShot app will simplify influencer marketing for brands and bloggers alike. It will contribute to sustainability by converting products into digital form, reducing the use of resources, and eliminating the need to ship samples. As a tool for both virtual product reviews and interactive 3D demonstrations, it will also allow brands to enhance their customer experience, make potential buyers feel more confident in the purchase, and, consequently, boost sales and reduce returns.

3D Reviews examples:

What’s Next

“In 2021, we plan to launch a social media platform similar to Instagram, only for immersive content. Brands will be able to upload virtual copies of products while users will get to try them on, record reviews, and share immersive content on other social networks,” says Kosta Popov, CEO of Cappasity.