Life in 3D

Life in 3D


Film analysts have written that the lure of Avatar, and the reason for its huge billion-dollar financial successes, was that Led lamp it was the first of its kind; a new generation of 3D films that caused cinema goers to flock back to picture houses again and again to relive the magic.

A year later and 3D technology is becoming mainstream. Nearly every major cinema blockbuster has a 3D adaptation, Nintendo has created a 3D version of its popular DS console and Sky TV and Virgin Media have launched 3D TV channels, allowing subscribers to experience 3D movies, sports and TV programmes in their homes.

London-basedaugmented reality retail specialists Holition knew this day would come and in preparation have been working on a range of 3D marketing products that it has been presenting to watch and jewellery brands over the past couple of years.

Holition is a joint venture between 3D technical specialist company Inition and a marketing firm with a background in luxury goods that has worked with companies including Asprey, Mappin & Webb, De  women handbags Beers and Links of London. It also has a diamond boss on the board of directors. So while Holition has completed 3D projects for other brands including BMW and IBM, the company has focused much of its efforts on dragging the watch and jewellery industry into the future through 3D marketing.

“It’s a traditional, lumpy industry and not the easiest to convince,” laughs Holition brand director Lynne Murray. But slowly and surely the company has been turning brands on to the power of 3D.

A year ago Holition chief executive Jonathan Chippindale admits he was knocking on brands’ doors, but now he says they are coming to him. Getting brands to witness the technology is the hardest  Air purifier part, he claims, but once they do, the magic of Holition’s 3D creations sways nearly everybody. “Once you see the technology you just get it, but it’s very hard to describe,” Chippindale explains. “It’s a bit of a magical moment when you do, like when you first saw Avatar.”