Swarovski’s Augmented Reality Installation Allow Users To Virtually Try On Products And Tweet Reactions

Swarovski’s Augmented Reality Installation Allow Users To Virtually Try On Products And Tweet Reactions

The famous brand installs a structure on Rodeo Drive that virtually brings Swarovski products to life and encourages users to share with friends.

Alice Chan
  • 5 december 2011

Jewelry brand Swarovski Elements is launching its “Let It Sparkle” campaign on the busy streets of Rodeo Drive this holiday season. The unique campaign is a combination of in-store, out of home and mobile marketing that allows consumers to virtually bring Swarovski products to life. Mobile users take advantage of an augmented reality app by GoldRun to discover pictures of limited-edition products that were made in collaboration with brands such as Missoni, La Perla and Stuart Weitzman. Consumers can then share these photos with their friends, family and virtual strangers. Swarvoski has also installed a DNA helix-like structure, on which consumers can tweet their own holiday messages using the hashtag #letitsparkle. Designers such as Roberto Cavalli, Margherito Missoni and Stuart Weitzman have written their own messages that are instantly displayed.

Scott Forshay, Austin, Texas-based luxury and premium brand consultant and mobile strategist, discusses Swarovski’s campaign:

The innovative installation unquestionably illustrates the technologically-innovative and creative vision of the brand. Partnering with a third-party application like GoldRun allows the brand to leverage an existing app with a large install base to encourage participation is the augmented reality execution.

Swarovski has also pledged to donate to Jessica Alba’s nonprofit organization Baby2Baby, which supplies greater Los Angeles area families with essential gear and clothing for their children.


Swarovski Elements


Editorial Roundtable: What A People-First Workplace Must Prioritize First

Syndicated Today

What Could The Highway Of The Future Look Like?

As technology for automated vehicles improves, there’s a sharper focus on building a ‘smarter’ infrastructure where they can thrive

Design Today

Plastic Wind Trees Are Bringing Sustainable Power To Residential Homes

These French-made turbines are offering a small, aesthetically pleasing approach to affordable personal energy


Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Home Today

Dyson’s Wi-Fi Connected Fan Purifies, Cools & Heats The Air

The new luxury home appliance aims to be an all-in-one device for the connected home

Education Today

Bringing Virtual Reality And Telepresence Robotics To E-Learning

This Learning Management System is embracing new technologies to reallocate teaching resources to where they should be going


Danah Boyd

Data, Advocacy, Privacy

Advertising Today

Brewing Company Turns Car Emissions Into Ink

Tiger Beer has created a sustainable process to transform air pollution into supplies for street art

Design Today

Space-Saving Sofa Has Extra Furniture Hidden Inside

Living in an apartment with limited space? This three-in-one bed transforms based on your needs

Culture Today

Browser Extension Blocks Any Pages That Make You Unhappy

The software can detect your facial movements and prevent content that brings up negative emotions


Future Of Work
Cultivating The Next Generation Of Leaders

PSFK Op-Ed august 23, 2016

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs august 25, 2016

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Automotive Today

Reserve Your Parking Spot Before You Even Get Behind The Wheel

A new Ford app allows drivers to select and arrange for a space in a garage to be available at the end of their journey, so they can travel worry-free

Work Today

PSFK’s Workplace Vision: The Desk Is Becoming An Ecosystem Of Satellite Workstations

Our Future of Work vision is an app that frees employees from the tyranny of a static desk

Food Today

A Tiny Amount Of This Powder Could Block All The Bitterness In Food

A new substance made from mushrooms can bond with taste receptors on your tongue to overcome unpleasant flavors

Asia Today

Whimsical Dental Clinic Design Aims To Calm Patient Fears

Cheerful colors and a nod to the comforts of home are design elements tactfully aimed to help people relax

Mobile Today

Messenger Service Only Delivers You Updates Three Times A Day

Formal is a new app designed to help people ignore the constant stream of texts from their phone and focus on what's in front of them


Rio Olympics
Innovation Coverage From The Rio Games

Design Today

Movable Vacation House Constructed Using Concrete Boxes

The 4,000 square foot building is made up of modular frames so it can be relocated if needed due to coastline erosion

Design Today

Redesigned Electric Fan Collapses For Easy Storage

Conbox can be kept in pieces and packed away when not in use

Ai Today

LawyerBot Is Now Helping Homeless People Qualify For Government Housing

This robot helps people get out of parking tickets and provides free legal advice to those in need

No search results found.