#taking F&B material and overlaying it with the main books

[ludcake]

I genuinely believe that the best part of Fire and Blood/House of the Dragon (the show moreso because it develops the characters further) is that GRRM looked at his books and went. "What if we gave the Lannisters dragons and made Stannis into a lesbian"

[ralphmorgan-blog1]

How augmented and virtual reality will reshape the food industry

Jenny Dorsey Contributor

Jenny Dorsey is a professional chef.Her culinary work has been featured in publications such as Harper's Bazaar, Bustle, Brit+Co, Food Network and Oxygen TV and her writing can be found at Girlboss, Huffington Post, Taste.Company and SWAAY.

Augmented reality content can be found on everything from wine bottles to IKEA’s catalog and virtual reality experiences are much more detailed, with rich layers of interactivity from hand controllers to gaze triggers, and a VR film has even won an Oscar. With Apple and Google both debuting augmented reality platforms (ARKit and ARCore, respectively), Facebook heavily invested in its Oculus headset and Amazon unveiling augmented shopping features, AR and VR is primed to change many parts of our everyday lives.

Within the food industry, AR and VR have also begun to make headway. Although development costs are still high, more and more F&B businesses are beginning to realize the potential of AR/VR and see it as a worthwhile investment. Three main areas – human resources, customer experiences, food products – have seen the most concentration of AR/VR development so far and will likely continue to push the envelope on what use cases AR & VR have within the industry.

Streamlining Employee Training

One of the most tangible payoffs of AR/VR technology is using it for consistent and thorough employee training. The current process of developing training materials can not only be costly, but also vary in quality by team, store, or region. Many times, human resources face the conundrum of choosing between low-touch, high-efficiency (i.e. mass group workshops with the potential downside of low retention and lackluster individualized learning) or high-touch, high-cost (i.e. small group sessions with in-store, real-time training).

Enter virtual reality. Virtual reality can create a detailed visual world for employees to safely interact with their to-be everyday job surroundings and mentally and physically learn the tasks required. These VR lessons range from managing Walmart’s holiday rush to cooking noodles at Honeygrow to perfecting the espresso pull.

On the flip side, augmented reality allows for side-by-side training and execution by layering additional information on top of an employee’s direct view. For instance, a research study found AR to be effective in helping subjects visually estimate serving sizes. Maintenance and repair, a necessary evil of the food world, has benefited from equipping technicians with AR headsets to disassemble and reassemble products without being on-site.

These new possibilities for learning and development for businesses small and large not only increase the effectiveness of training material, but also allow companies to employ a wider breadth of workers with different needs and learning styles. As headsets begin to decrease in price and more developers pour into AR/VR, it’s likely more and more companies will begin to trial and A/B test these new learning platforms. Perhaps one day, we’ll even view former mass conference workshops with the same nostalgia as the milk delivery man.

Creating Wonder in the Customer Experience

“Experiential marketing” has fundamentally changed the purpose and construction of food and hospitality driven events. Millennials especially view experiences as a means of social capital, and sharing their attendance and participation at an en vogue experience is an important piece of their curated social identities. The success of events such as the Museum of Ice Cream and 29 Rooms have convinced many brands – Grey Goose, Red Bull, Zappos, to name a few – to begin reallocating advertising dollars to experiences and sponsorships.

Augmented and virtual reality play naturally into this shift. Both are vehicles to activate all senses and immerse the consumer within a specific branded experience. VR experiences in particular have seen growing traction for use during food & beverage events. A great example is the “Boursin Sensorium”, a CGI-based VR experience that paired motion (through moving chairs), scents and tasting samples of Boursin cheese. Patron tequila used 360 video to showcase the behind-the-scenes making process at its event booths and Innis & Gunn beer used coordinated VR footage to complement the taste of its beer. Restaurants and bars are also taking notice: Baptise & Bottle in Chicago unveiled a VR tour to pair with physical scotch; SubliMotion in Ibiza lets diners go skydiving in Samsung Gear VR; Space Needle has launched a sky-high VR bar.

Augmenting the physical world with interesting and shareable content has been the focus of AR in experiential marketing. Remy Martin and Macallan both used holographic visuals for their Microsoft Hololens-specific “Rooted in Excellence” experience and The Macallan gallery experience, respectively. Given Hololens’ hefty price tag ($3,000 for the base Development Edition), most other brands have stuck with mobile AR – such as Coca Cola’s Christmas magic campaign that gave users the ability to see virtual Santa and hidden scenes across branded bus stops in NYC or Patron’s AR-enabled tasting experience with a mini bartender. Brick-and-mortar locations are also toying with fun AR elements, with London’s City Social debuting cocktail coasters outfitted with augmented visuals and India-based chain Beer Café using AR to educate drinkers on the origins, ABV, category and taste of each beer available.

If the last few years are any indication, even more futuristic applications of AR/VR are soon to come. Visual enjoyment is a major part of any eating and drinking experience and brands have come to embrace virtual overlays – whether immersed in VR or augmented in AR – as a way to educate, inspire, and prompt consumers to action. In one extreme scenario, like the world Project Nourish paints, we could all be eating and sensing two entirely different things!

Chef pouring sauce on dish in the kitchen

Adding Interactivity to Products

Since Bill Gates’ famous 1996 essay, the adage “content is king” has been echoed and taken to heart by companies large and small. In recent years, the rise of platforms such and Instagram and Pinterest – and the social influencers and blogger celebrities it has created – have shown even more clearly that engaging with consumers digitally result in real action. Products and retail locations may still be static, but its content must extend beyond physical space to attract the attention of potential and returning buyers.

Augmented reality can bridge this gap between consumer, product and product content. The ability to overlay additional information, visual stimulus and interaction on top of specific items give product companies the chance to combine the digital world with the physical one in a targeted and seamless way. Food and beverage companies have begun to utilize AR in innovative new ways: Treasury Wine Estates’ line 19 Crimes brings each label’s pictured convict to life in AR; Nestle used a character from the movie “Rio” for an AR game available on 26 million boxes; Walmart and Kraft teamed up for an AR-backed summer sweepstakes to sell more Kraft products. One recent, poignant example was when chef & restauranteur David Chang released his limited-edition Momofuku x Nike sneaker via Nike’s AR app SNKRS, which would only allow fans buying access to the shoe when physically located at Fuku’s East Village location.

The potent ability of AR to enrich the knowledge and visuals of physical content goes beyond marketing purposes. Companies can use the technology to educate consumers on nutritional information and product composition or even make healthy but bland-looking foods appear more appealing. AR also allows physical content, like cookbooks, to merge with digital content for a simultaneous cross-medium experience as HoloYummy showcased with 3D dish renderings of Chef Dominique Crenn’s book Metamorphosis of Taste.

As consumers become more comfortable with AR, its presence will become a more continuous expectation. Instagram’s rise to prominence resulted in an entire industry of specialists across the world, allowing for mass adoption for even small businesses. AR is at the base of the same mountain; big brands are already repeatedly using AR outreach, but it still needs momentum from creators, developers and marketers to make it accessible for anyone and everyone.

More From this publisher : HERE ; This post was curated using : TrendingTraffic

=> *********************************************** Learn More Here: How augmented and virtual reality will reshape the food industry ************************************ =>

How augmented and virtual reality will reshape the food industry was originally posted by A 18 MOA Top News from around

[trendingnewsb]

How augmented and virtual reality will reshape the food industry

Jenny Dorsey Contributor

Jenny Dorsey is a professional chef.Her culinary work has been featured in publications such as Harper’s Bazaar, Bustle, Brit+Co, Food Network and Oxygen TV and her writing can be found at Girlboss, Huffington Post, Taste.Company and SWAAY.

Augmented reality content can be found on everything from wine bottles to IKEA’s catalog and virtual reality experiences are much more detailed, with rich layers of interactivity from hand controllers to gaze triggers, and a VR film has even won an Oscar. With Apple and Google both debuting augmented reality platforms (ARKit and ARCore, respectively), Facebook heavily invested in its Oculus headset and Amazon unveiling augmented shopping features, AR and VR is primed to change many parts of our everyday lives.

Within the food industry, AR and VR have also begun to make headway. Although development costs are still high, more and more F&B businesses are beginning to realize the potential of AR/VR and see it as a worthwhile investment. Three main areas – human resources, customer experiences, food products – have seen the most concentration of AR/VR development so far and will likely continue to push the envelope on what use cases AR & VR have within the industry.

Streamlining Employee Training

One of the most tangible payoffs of AR/VR technology is using it for consistent and thorough employee training. The current process of developing training materials can not only be costly, but also vary in quality by team, store, or region. Many times, human resources face the conundrum of choosing between low-touch, high-efficiency (i.e. mass group workshops with the potential downside of low retention and lackluster individualized learning) or high-touch, high-cost (i.e. small group sessions with in-store, real-time training).

Enter virtual reality. Virtual reality can create a detailed visual world for employees to safely interact with their to-be everyday job surroundings and mentally and physically learn the tasks required. These VR lessons range from managing Walmart’s holiday rush to cooking noodles at Honeygrow to perfecting the espresso pull.

On the flip side, augmented reality allows for side-by-side training and execution by layering additional information on top of an employee’s direct view. For instance, a research study found AR to be effective in helping subjects visually estimate serving sizes. Maintenance and repair, a necessary evil of the food world, has benefited from equipping technicians with AR headsets to disassemble and reassemble products without being on-site.

These new possibilities for learning and development for businesses small and large not only increase the effectiveness of training material, but also allow companies to employ a wider breadth of workers with different needs and learning styles. As headsets begin to decrease in price and more developers pour into AR/VR, it’s likely more and more companies will begin to trial and A/B test these new learning platforms. Perhaps one day, we’ll even view former mass conference workshops with the same nostalgia as the milk delivery man.

Creating Wonder in the Customer Experience

“Experiential marketing” has fundamentally changed the purpose and construction of food and hospitality driven events. Millennials especially view experiences as a means of social capital, and sharing their attendance and participation at an en vogue experience is an important piece of their curated social identities. The success of events such as the Museum of Ice Cream and 29 Rooms have convinced many brands – Grey Goose, Red Bull, Zappos, to name a few – to begin reallocating advertising dollars to experiences and sponsorships.

Augmented and virtual reality play naturally into this shift. Both are vehicles to activate all senses and immerse the consumer within a specific branded experience. VR experiences in particular have seen growing traction for use during food & beverage events. A great example is the “Boursin Sensorium”, a CGI-based VR experience that paired motion (through moving chairs), scents and tasting samples of Boursin cheese. Patron tequila used 360 video to showcase the behind-the-scenes making process at its event booths and Innis & Gunn beer used coordinated VR footage to complement the taste of its beer. Restaurants and bars are also taking notice: Baptise & Bottle in Chicago unveiled a VR tour to pair with physical scotch; SubliMotion in Ibiza lets diners go skydiving in Samsung Gear VR; Space Needle has launched a sky-high VR bar.

Augmenting the physical world with interesting and shareable content has been the focus of AR in experiential marketing. Remy Martin and Macallan both used holographic visuals for their Microsoft Hololens-specific “Rooted in Excellence” experience and The Macallan gallery experience, respectively. Given Hololens’ hefty price tag ($3,000 for the base Development Edition), most other brands have stuck with mobile AR – such as Coca Cola’s Christmas magic campaign that gave users the ability to see virtual Santa and hidden scenes across branded bus stops in NYC or Patron’s AR-enabled tasting experience with a mini bartender. Brick-and-mortar locations are also toying with fun AR elements, with London’s City Social debuting cocktail coasters outfitted with augmented visuals and India-based chain Beer Café using AR to educate drinkers on the origins, ABV, category and taste of each beer available.

If the last few years are any indication, even more futuristic applications of AR/VR are soon to come. Visual enjoyment is a major part of any eating and drinking experience and brands have come to embrace virtual overlays – whether immersed in VR or augmented in AR – as a way to educate, inspire, and prompt consumers to action. In one extreme scenario, like the world Project Nourish paints, we could all be eating and sensing two entirely different things!

Chef pouring sauce on dish in the kitchen

Adding Interactivity to Products

Since Bill Gates’ famous 1996 essay, the adage “content is king” has been echoed and taken to heart by companies large and small. In recent years, the rise of platforms such and Instagram and Pinterest – and the social influencers and blogger celebrities it has created – have shown even more clearly that engaging with consumers digitally result in real action. Products and retail locations may still be static, but its content must extend beyond physical space to attract the attention of potential and returning buyers.

Augmented reality can bridge this gap between consumer, product and product content. The ability to overlay additional information, visual stimulus and interaction on top of specific items give product companies the chance to combine the digital world with the physical one in a targeted and seamless way. Food and beverage companies have begun to utilize AR in innovative new ways: Treasury Wine Estates’ line 19 Crimes brings each label’s pictured convict to life in AR; Nestle used a character from the movie “Rio” for an AR game available on 26 million boxes; Walmart and Kraft teamed up for an AR-backed summer sweepstakes to sell more Kraft products. One recent, poignant example was when chef & restauranteur David Chang released his limited-edition Momofuku x Nike sneaker via Nike’s AR app SNKRS, which would only allow fans buying access to the shoe when physically located at Fuku’s East Village location.

The potent ability of AR to enrich the knowledge and visuals of physical content goes beyond marketing purposes. Companies can use the technology to educate consumers on nutritional information and product composition or even make healthy but bland-looking foods appear more appealing. AR also allows physical content, like cookbooks, to merge with digital content for a simultaneous cross-medium experience as HoloYummy showcased with 3D dish renderings of Chef Dominique Crenn’s book Metamorphosis of Taste.

As consumers become more comfortable with AR, its presence will become a more continuous expectation. Instagram’s rise to prominence resulted in an entire industry of specialists across the world, allowing for mass adoption for even small businesses. AR is at the base of the same mountain; big brands are already repeatedly using AR outreach, but it still needs momentum from creators, developers and marketers to make it accessible for anyone and everyone.

Read more: http://ift.tt/2DaZRld

from Viral News HQ http://ift.tt/2zDPd4c via Viral News HQ

[tekmodetech]

How augmented and virtual reality will reshape the food industry

Jenny Dorsey is an expert chef.Her culinary work has been featured in publications comparable to Harper’s Bazaar, Bustle, Brit+Co, Meals Community and Oxygen TV and her writing might be discovered at Girlboss, Huffington Publish, Style.Firm and SWAAY.

Augmented actuality content material might be discovered on every little thing from wine bottles to IKEA’s catalog and digital actuality experiences are way more detailed, with wealthy layers of interactivity from hand controllers to gaze triggers, and a VR film has even won an Oscar. With Apple and Google each debuting augmented actuality platforms (ARKit and ARCore, respectively), Fb closely invested in its Oculus headset and Amazon unveiling augmented shopping features, AR and VR is primed to alter many elements of our on a regular basis lives. 

Inside the meals business, AR and VR have additionally begun to make headway. Though growth prices are nonetheless excessive, increasingly F&B companies are starting to comprehend the potential of AR/VR and see it as a worthwhile funding. Three most important areas – human assets, buyer experiences, meals merchandise – have seen essentially the most focus of AR/VR growth to this point and can probably proceed to push the envelope on what use instances AR & VR have inside the business.

Streamlining Worker Coaching 

Probably the most tangible payoffs of AR/VR know-how is utilizing it for constant and thorough worker coaching. The present technique of creating coaching supplies cannot solely be pricey, but additionally range in high quality by staff, retailer, or area. Many occasions, human assets face the conundrum of selecting between low-touch, high-efficiency (i.e. mass group workshops with the potential draw back of low retention and lackluster individualized studying) or high-touch, high-cost (i.e. small group classes with in-store, real-time coaching).

Enter digital actuality. Digital actuality can create an in depth visible world for workers to soundly work together with their to-be on a regular basis job environment and mentally and bodily be taught the duties required. These VR classes vary from managing Walmart’s holiday rush to cooking noodles at Honeygrow to perfecting the espresso pull.

On the flip facet, augmented actuality permits for side-by-side coaching and execution by layering extra info on high of an worker’s direct view. As an example, a analysis examine discovered AR to be effective in helping subjects visually estimate serving sizes. Upkeep and restore, a crucial evil of the meals world, has benefited from equipping technicians with AR headsets to disassemble and reassemble merchandise with out being on-site. 

These new prospects for studying and growth for companies small and enormous not solely enhance the effectiveness of coaching materials, but additionally permit firms to make use of a wider breadth of employees with totally different wants and studying kinds. As headsets start to lower in worth and extra builders pour into AR/VR, it’s probably increasingly firms will start to trial and A/B take a look at these new studying platforms. Maybe in the future, we’ll even view former mass convention workshops with the identical nostalgia because the milk supply man.

Creating Surprise within the Buyer Expertise

“Experiential advertising and marketing” has basically modified the aim and building of meals and hospitality pushed occasions. Millennials particularly view experiences as a method of social capital, and sharing their attendance and participation at an en vogue expertise is a vital piece of their curated social identities. The success of occasions such because the Museum of Ice Cream and 29 Rooms have satisfied many manufacturers – Gray Goose, Purple Bull, Zappos, to call a couple of – to start reallocating promoting to experiences and sponsorships. 

Augmented and digital actuality play naturally into this shift. Each are autos to activate all senses and immerse the buyer inside a particular branded expertise. VR experiences particularly have seen rising traction to be used throughout meals & beverage occasions. An incredible instance is the “Boursin Sensorium”, a CGI-based VR expertise that paired movement (by means of transferring chairs), scents and tasting samples of Boursin cheese. Patron tequila used 360 video to showcase the behind-the-scenes making process at its occasion cubicles and Innis & Gunn beer used coordinated VR footage to complement the taste of its beer. Eating places and bars are additionally taking discover: Baptise & Bottle in Chicago unveiled a VR tour to pair with bodily scotch; SubliMotion in Ibiza lets diners go skydiving in Samsung Gear VR; House Needle has launched a sky-high VR bar.

Augmenting the bodily world with fascinating and shareable content material has been the main focus of AR in experiential advertising and marketing. Remy Martin and Macallan each used holographic visuals for his or her Microsoft Hololens-specific “Rooted in Excellence” experience and The Macallan gallery experience, respectively. Given Hololens’ hefty price ticket ($three,000 for the bottom Growth Version), most different manufacturers have caught with cell AR – comparable to Coca Cola’s Christmas magic campaign that gave customers the power to see digital Santa and hidden scenes throughout branded bus stops in NYC or Patron’s AR-enabled tasting experience with a mini bartender. Brick-and-mortar areas are additionally toying with enjoyable AR parts, with London’s Metropolis Social debuting cocktail coasters outfitted with augmented visuals and India-based chain Beer Café using AR to educate drinkers on the origins, ABV, category and taste of every beer accessible.

If the previous couple of years are any indication, much more futuristic purposes of AR/VR are quickly to come back. Visible enjoyment is a serious a part of any consuming and ingesting expertise and types have come to embrace digital overlays – whether or not immersed in VR or augmented in AR – as a solution to educate, encourage, and immediate shoppers to motion. In a single excessive state of affairs, just like the world Project Nourish paints, we might all be consuming and sensing two completely various things!

Chef pouring sauce on dish within the kitchen

  Including Interactivity to Merchandise

Since Invoice Gates’ well-known 1996 essay, the adage “content material is king” has been echoed and brought to coronary heart by firms giant and small. In recent times, the rise of platforms such and Instagram and Pinterest – and the social influencers and blogger celebrities it has created – have proven much more clearly that partaking with shoppers digitally lead to actual motion. Merchandise and retail areas should be static, however its content material should lengthen past bodily area to draw the eye of potential and returning patrons. 

Augmented actuality can bridge this hole between client, product and product content material. The power to overlay extra info, visible stimulus and interplay on high of particular objects give product firms the possibility to mix the digital world with the bodily one in a focused and seamless approach. Meals and beverage firms have begun to make the most of AR in modern new methods: Treasury Wine Estates’ line 19 Crimes brings each label’s pictured convict to life in AR; Nestle used a character from the movie “Rio” for an AR game accessible on 26 million containers; Walmart and Kraft teamed up for an AR-backed summer sweepstakes to promote extra Kraft merchandise. One current, poignant instance was when chef & restauranteur David Chang launched his limited-edition Momofuku x Nike sneaker via Nike’s AR app SNKRS, which might solely permit followers shopping for entry to the shoe when bodily positioned at Fuku’s East Village location.

The potent capability of AR to complement the information and visuals of bodily content material goes past advertising and marketing functions. Corporations can use the know-how to educate consumers on nutritional information and product composition and even make healthy but bland-looking foods appear more appealing. AR additionally permits bodily content material, like cookbooks, to merge with digital content material for a simultaneous cross-medium expertise as HoloYummy showcased with 3D dish renderings of Chef Dominique Crenn’s book Metamorphosis of Taste.

As shoppers grow to be extra snug with AR, its presence will grow to be a extra steady expectation. Instagram’s rise to prominence resulted in a complete business of specialists internationally, permitting for mass adoption for even small companies. AR is on the base of the identical mountain; large manufacturers are already repeatedly utilizing AR outreach, but it surely nonetheless wants momentum from creators, builders and entrepreneurs to make it accessible for anybody and everybody.

!perform(f,b,e,v,n,t,s)if(f.fbq)return;n=f.fbq=perform()n.callMethod? n.callMethod.apply(n,arguments):n.queue.push(arguments);if(!f._fbq)f._fbq=n; n.push=n;n.loaded=!zero;n.model=’2.zero’;n.queue=[];t=b.createElement(e);t.async=!zero; t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)(window, doc,’script’,’//join.fb.internet/en_US/fbevents.js’); fbq(‘init’, ‘1447508128842484’); fbq(‘observe’, ‘PageView’); fbq(‘observe’, ‘ViewContent’, content_section: ‘article’, content_subsection: “put up”, content_mns: [“93484976″,”2787122″,”93484977″,”93484973″,”93484975″,”773631″,”93484965″,”93484948″,”93484944″,”93484974”], content_prop19: [“tc”] );

window.fbAsyncInit = perform() FB.init( appId : ‘1678638095724206’, xfbml : true, model : ‘v2.6’ ); FB.Occasion.subscribe(‘xfbml.render’, perform() jQuery(‘.fb-messenger-loading’).detach() ); ;

(perform(d, s, id) var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = “http://ift.tt/2CTngsk;; fjs.parentNode.insertBefore(js, fjs); (doc, ‘script’, ‘facebook-jssdk’));

perform getCookie(identify) ; )” + identify.change(/([.$?*

window.onload = perform() var gravity_guid = getCookie(‘grvinsights’); var btn = doc.getElementById(‘fb-send-to-messenger’); if (btn != undefined && btn != null) btn.setAttribute(‘data-ref’, gravity_guid)

Source link

The post How augmented and virtual reality will reshape the food industry appeared first on Tekvision.

from WordPress http://ift.tt/2C8QXaY via IFTTT

[trendingnewsb]

How augmented and virtual reality will reshape the food industry

Jenny Dorsey Contributor

Jenny Dorsey is a professional chef.Her culinary work has been featured in publications such as Harper’s Bazaar, Bustle, Brit+Co, Food Network and Oxygen TV and her writing can be found at Girlboss, Huffington Post, Taste.Company and SWAAY.

Augmented reality content can be found on everything from wine bottles to IKEA’s catalog and virtual reality experiences are much more detailed, with rich layers of interactivity from hand controllers to gaze triggers, and a VR film has even won an Oscar. With Apple and Google both debuting augmented reality platforms (ARKit and ARCore, respectively), Facebook heavily invested in its Oculus headset and Amazon unveiling augmented shopping features, AR and VR is primed to change many parts of our everyday lives.

Within the food industry, AR and VR have also begun to make headway. Although development costs are still high, more and more F&B businesses are beginning to realize the potential of AR/VR and see it as a worthwhile investment. Three main areas – human resources, customer experiences, food products – have seen the most concentration of AR/VR development so far and will likely continue to push the envelope on what use cases AR & VR have within the industry.

Streamlining Employee Training

One of the most tangible payoffs of AR/VR technology is using it for consistent and thorough employee training. The current process of developing training materials can not only be costly, but also vary in quality by team, store, or region. Many times, human resources face the conundrum of choosing between low-touch, high-efficiency (i.e. mass group workshops with the potential downside of low retention and lackluster individualized learning) or high-touch, high-cost (i.e. small group sessions with in-store, real-time training).

Enter virtual reality. Virtual reality can create a detailed visual world for employees to safely interact with their to-be everyday job surroundings and mentally and physically learn the tasks required. These VR lessons range from managing Walmart’s holiday rush to cooking noodles at Honeygrow to perfecting the espresso pull.

On the flip side, augmented reality allows for side-by-side training and execution by layering additional information on top of an employee’s direct view. For instance, a research study found AR to be effective in helping subjects visually estimate serving sizes. Maintenance and repair, a necessary evil of the food world, has benefited from equipping technicians with AR headsets to disassemble and reassemble products without being on-site.

These new possibilities for learning and development for businesses small and large not only increase the effectiveness of training material, but also allow companies to employ a wider breadth of workers with different needs and learning styles. As headsets begin to decrease in price and more developers pour into AR/VR, it’s likely more and more companies will begin to trial and A/B test these new learning platforms. Perhaps one day, we’ll even view former mass conference workshops with the same nostalgia as the milk delivery man.

Creating Wonder in the Customer Experience

“Experiential marketing” has fundamentally changed the purpose and construction of food and hospitality driven events. Millennials especially view experiences as a means of social capital, and sharing their attendance and participation at an en vogue experience is an important piece of their curated social identities. The success of events such as the Museum of Ice Cream and 29 Rooms have convinced many brands – Grey Goose, Red Bull, Zappos, to name a few – to begin reallocating advertising dollars to experiences and sponsorships.

Augmented and virtual reality play naturally into this shift. Both are vehicles to activate all senses and immerse the consumer within a specific branded experience. VR experiences in particular have seen growing traction for use during food & beverage events. A great example is the “Boursin Sensorium”, a CGI-based VR experience that paired motion (through moving chairs), scents and tasting samples of Boursin cheese. Patron tequila used 360 video to showcase the behind-the-scenes making process at its event booths and Innis & Gunn beer used coordinated VR footage to complement the taste of its beer. Restaurants and bars are also taking notice: Baptise & Bottle in Chicago unveiled a VR tour to pair with physical scotch; SubliMotion in Ibiza lets diners go skydiving in Samsung Gear VR; Space Needle has launched a sky-high VR bar.

Augmenting the physical world with interesting and shareable content has been the focus of AR in experiential marketing. Remy Martin and Macallan both used holographic visuals for their Microsoft Hololens-specific “Rooted in Excellence” experience and The Macallan gallery experience, respectively. Given Hololens’ hefty price tag ($3,000 for the base Development Edition), most other brands have stuck with mobile AR – such as Coca Cola’s Christmas magic campaign that gave users the ability to see virtual Santa and hidden scenes across branded bus stops in NYC or Patron’s AR-enabled tasting experience with a mini bartender. Brick-and-mortar locations are also toying with fun AR elements, with London’s City Social debuting cocktail coasters outfitted with augmented visuals and India-based chain Beer Café using AR to educate drinkers on the origins, ABV, category and taste of each beer available.

If the last few years are any indication, even more futuristic applications of AR/VR are soon to come. Visual enjoyment is a major part of any eating and drinking experience and brands have come to embrace virtual overlays – whether immersed in VR or augmented in AR – as a way to educate, inspire, and prompt consumers to action. In one extreme scenario, like the world Project Nourish paints, we could all be eating and sensing two entirely different things!

Chef pouring sauce on dish in the kitchen

Adding Interactivity to Products

Since Bill Gates’ famous 1996 essay, the adage “content is king” has been echoed and taken to heart by companies large and small. In recent years, the rise of platforms such and Instagram and Pinterest – and the social influencers and blogger celebrities it has created – have shown even more clearly that engaging with consumers digitally result in real action. Products and retail locations may still be static, but its content must extend beyond physical space to attract the attention of potential and returning buyers.

Augmented reality can bridge this gap between consumer, product and product content. The ability to overlay additional information, visual stimulus and interaction on top of specific items give product companies the chance to combine the digital world with the physical one in a targeted and seamless way. Food and beverage companies have begun to utilize AR in innovative new ways: Treasury Wine Estates’ line 19 Crimes brings each label’s pictured convict to life in AR; Nestle used a character from the movie “Rio” for an AR game available on 26 million boxes; Walmart and Kraft teamed up for an AR-backed summer sweepstakes to sell more Kraft products. One recent, poignant example was when chef & restauranteur David Chang released his limited-edition Momofuku x Nike sneaker via Nike’s AR app SNKRS, which would only allow fans buying access to the shoe when physically located at Fuku’s East Village location.

The potent ability of AR to enrich the knowledge and visuals of physical content goes beyond marketing purposes. Companies can use the technology to educate consumers on nutritional information and product composition or even make healthy but bland-looking foods appear more appealing. AR also allows physical content, like cookbooks, to merge with digital content for a simultaneous cross-medium experience as HoloYummy showcased with 3D dish renderings of Chef Dominique Crenn’s book Metamorphosis of Taste.

As consumers become more comfortable with AR, its presence will become a more continuous expectation. Instagram’s rise to prominence resulted in an entire industry of specialists across the world, allowing for mass adoption for even small businesses. AR is at the base of the same mountain; big brands are already repeatedly using AR outreach, but it still needs momentum from creators, developers and marketers to make it accessible for anyone and everyone.

Read more: http://ift.tt/2DaZRld

from Viral News HQ http://ift.tt/2zDPd4c via Viral News HQ