Design innovation with AR

Augmented reality (AR) is penning a new chapter in the universe of design, offering not just a view but a wholly new experience of the world around us. As Milan Design Week 2024 draws near, we witness the emergence of AR as a potent means through which brands can forge deep connections, spark interest and curiosity, far surpassing the mere presentation of their products. This technology heralds a new era of engagement, where the digital experience becomes a strategic tool for brands eager to stand out.

AR marks a breakthrough for brands seeking to deliver memorable experiences, transforming consumer interaction from passive to participatory. This qualitative leap allows engaging users in immersive and interactive narratives that stimulate imagination and emotion, creating an emotional bond with the brand itself. In this context, AR is not limited to enhancing product perception but becomes the pulsating heart of unique experiences that enrich the brand’s story and values.

Through innovative use of AR, brands can now design digital journeys that invite discovery, exploration, and interaction in previously unimaginable ways. These experiences transcend mere product demonstrations, becoming moments of genuine engagement that invite users to immerse themselves in a branded world, exploring its values, vision, and creativity.

In this scenario of mutual influence, collaboration becomes the key to exploring new creative horizons. It is with this spirit of innovation that In2real joins forces with Archiproducts Milano as a technical partner, committed to developing an augmented reality (AR) experience that promises to redefine our approach to furniture design. The project, guided by the artistic vision and theme curated by Studio Pepe,—a visionary design studio known for its multidisciplinary approach—marks a turning point in the interaction between space, design, and technology.

This collaboration will take visitors of the Fuori Salone during Milan Design Week on a unique journey through the innovative use of AR, exploring the multifaceted nature of water as both an inspirational principle and a metaphor for change. With Studio Pepe’s guidance, known for its authorial, multi-referential, and polytropic approach to design, this AR experience is anticipated to be:

“an exploration of the fluidity, transparency, and vitality that characterize both the aquatic element and life itself.“

Before revealing too much about the experience, we can tell you that it will be an immersion in design that goes beyond the mere visualization of spaces and objects. Users will be invited to interact with the environment and the idea of design in innovative ways, where AR technology acts as a bridge between the real and the possible, the physical and the imaginary. This experience is part of a broader context of research and innovation in design, where Archiproducts Milano and In2real, together with Studio Pepe, explore new ways to enrich and transform living spaces.

Expect a journey into design that challenges conventions and opens up new perceptions, where every detail, from form to function, from shadow to light, becomes part of a larger narrative that celebrates innovation and beauty. With “Aqua” we venture together into a mental state where design, enriched by AR technology, becomes a means to explore, dream, and inspire.

Through immersive and engaging AR experiences, brands now have the opportunity to go beyond traditional product storytelling, inviting audiences to live out company stories and values in entirely new ways. This new frontier of engagement not only brings consumers closer to brands in more meaningful ways but also opens the door to endless creative possibilities in presenting and experiencing design.

Our adventure at the Salone del Mobile 2024 is just the beginning. Stay tuned to discover more about how In2real and Archiproducts Milano, through the creative lens of Studio Pepe, are working to bring this vision to life, inviting you to see design in a new, deeply immersive, and endlessly inspiring light.