For the end of year celebrations, the house of Dior has imagined a new way of giving. In collaboration with the Atomic Digital Design agency, the luxury brand has designed gift boxes equipped with QR codes providing an augmented reality experience.
An immersion in the dreamlike universe of the 2025 cruise collection
To stand out from its competitors and capture the attention of Gen Z, the Dior house is banking on new technologies. For the holidays, it unveils its new gift boxes decorated withan augmented reality experience. This year, each Dior packaging has a QR code to scan from the Snapchat application. Instantly, the customer is transported into a poetic universe featuring the motifs of the 2025 cruise collection designed by Pietro Ruffo.
A project developed with the agency specializing in immersive experiences, Atomic Digital Design : “Working with Dior on these enchanting boxes was a unique opportunity to marry tradition and innovation. By harnessing the power of Snapchat’s AR tools and bringing Pietro Ruffo’s creations to life, we created a immersive and interactive experience that enhances the art of giftingwhile rethinking the way technology can enrich the emotions of luxury”explained Clément Guilloton, Creative Producer at Atomic Digital Design.
Augmented reality is now an integral part of Dior’s marketing strategy. The luxury brand uses it regularly to enrich your events or boost your advertising campaigns. Recently, she launched a filter that allowed you to take a photo in front of the legendary facade of 30 Montaigne.
A strategy imitated by other big names in luxury, such as Louis Vuitton, Jacquemus and Cartier. The latter, for example, offered Snapchat users a virtual try-on session for its iconic ring, the Trinity.
A format Gen Z friendly which allows these major houses to strengthen their links with this young generation. Even more so when we know that Generation Z could account for nearly 30% of luxury purchases by 2030.
