Cundari to Make History with Lancôme Virtual Gallery
June 19, 2013
Toronto, June 13, 2013 – The hundreds of thousands of people who attend the 2013 Luminato Festival in Toronto starting this Friday will have the opportunity to make history with the world’s first virtual art gallery at the Festival Hub, David Pecaut Square, thanks to an innovative digital installation entitled 20 Bloggers for a Rose: The Lancôme Virtual Gallery.
Lancôme will present a modern twist on the curation of photographic work by some of Canada’s top beauty, fashion & lifestyle bloggers in a virtual gallery installation, which can only been seen with a smartphone at David Pecaut Square during the Luminato Festival.
In order to view the photo gallery, festivalgoers will be invited to download the “Lancôme Virtual Gallery” mobile app from iPhone or Android devices. They can then scan the area with their smartphones and an augmented reality experience will appear, bringing the gallery images to life.
These images will be virtually placed in three-dimensional space to create the shape of a rose, the emblem of the Lancôme brand. While the Virtual Gallery viewers pan their surroundings to uncover the 20 virtual images around them, sophisticated mobile software will track the anonymous interactions, motions, movements and compass directions that will form the World’s first human heat map logo.
“While the initial plan was to use mobile technology to create an engaging experience that built on the Lancôme brand, we felt there was an innovative opportunity to create a world’s first experience,” says Adrian Capobianco, Managing Director of Digital for Cundari.
The inspiration behind this project stems from an actual physical photography exhibition that Lancôme will present at Luminato entitled ‘’Rôses by….’’ This exhibit along with insights from the LBMA and US firm Crowd Optic whom Cundari collaborated with, all combined to inspire the project.
“As far as we know, no one in the world has ever created a branded experience like this and we’re proud to have come up with the concept. Cundari has a proven track record of envisioning and creating innovative branded experiences and this is another example that we’re very proud of,” says Capobianco.
“Our aim was to offer a fun and engaging digital experience to festivalgoers. Our collaboration with Cundari (and LBAM and CrowdOptic) allowed us to create a unique project that beautifully integrates the Lancôme brand into the artistic nature of Luminato,” said Alexandra Tanner, E-Business and Interactive Marketing Manager, Lancôme Canada.
This 360 degree open-air Virtual Gallery features images crowd-sourced from 20 select Canadian lifestyle, fashion and beauty Bloggers. In addition to viewing the 20 Virtual Gallery images, Festival goers can share their favorite images via Facebook, Twitter and Pinterest in addition to getting the chance to win a Lancôme Beauty Prize pack by subscribing to the brand’s newsletter. The exclusive gallery experience is only viewable within a 150 metre radius of David Pecaut Square and will be accessible for the first week of the 2013 Luminato Festival, from June 14th to 20th.
The free iPhone, iPad and Android apps can be downloaded under the name “Lancôme Virtual Gallery.”
MORE ABOUT CUNDARI
Cundari is one of Canada’s largest independently owned and operated communications agencies, applying thought leadership to the building of business solutions as the key benefit for client partners. Guided by the core philosophy “It’s the thought that counts,” Cundari, with offices in Toronto and Montreal, works in our two official languages across an array of disciplines such as research, strategic planning, brand identity, advertising, design, digital, experiential, direct and media planning. Established in 1980, Cundari Group Ltd. is proud to have been entrusted with premiere brands including CIBC, BMW, SUBWAY, TELUS, LCBO, Northern Ontario Tourism, Dempster’s, Maple Leaf foods and the Ivey Business School at Western University. Cundari Group placed 3rd in the Top 10 agencies in Canada, 2nd in the Top 10 Canadian campaigns from 2012 (for Pain Squad) and 7th in the Top 10 digital agencies worldwide. Cundari was the only agency in Canada to rank in any of the worldwide lists. For more information visit cundari.com
ABOUT LANCOME
Founded in 1935 by the visionary pioneer Armand Petitjean, with the aim of developing the spirit and taste of France the world over, Lancôme immediately embodied the two constants of a modern beauty brand: complementarity between perfume, beauty care and make-up and the need to address an international clientele. Today, the brand is present in 130 countries, with 20,000 beauty advisers in as many points of sale relaying this message of French excellence, combining sophisticated services with iconic products (Trésor, L’Absolu Rouge, Génifique, Teint Miracle, Visionnaire, La vie est belle etc.).
Since its creation, Lancôme has confirmed that women’s beauty goes beyond appearances. It’s a skin-deep emotion, awakening every sense. The brand’s aim is to offer every woman the possibility to flourish, to sublimate her beauty and femininity, whatever her age and whatever her skin colour, by giving her the best of science with major innovations that have marked their epoch.
As a French luxury cosmetics house, represented by glowing ambassadresses (Julia Roberts, Kate Winslet, Penelope Cruz, etc.), Lancôme is just like a woman: radiant and captivating, touching and gentle. Sublime.
Lancôme is a division of L’Oréal Canada, a wholly-owned subsidiary of L’Oréal Group, the largest cosmetics company in the world. Headquartered in Montreal, L’Oréal Canada had sales of over $900 million in 2012 and employs more than 1,200 people. The company’s prestigious portfolio of over 25 brands encompasses all aspects of beauty.
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