Holition and Tatler partner for luxury 3D project


Tatler readers able to ‘try on’ million pound rings through editorial.

Holition, one of the leading drivers of augmented reality in the UK, has announced an exclusive collaboration with Tatler magazine.

The publication’s September issue will contain an augmented reality (AR) jewellery special, featuring multi-million pound rings that readers can ‘try on’, whilst sitting at their computer.

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All that the reader will need is a pair of scissors – to cut out the ‘tip on’, a specially marked piece of paper which will be folded around the finger as guide for the AR – and a webcam.

The Tatler and Holition collaboration will feature world-famous jewellery houses including Boodles, Cartier, Chanel Fine Jewellery, Chopard, De Beers, Fabergé, Graff, Harry Winston, Louis Vuitton, Mikimoto, Tiffany and Van Cleef & Arpels.

The call to readers to experience AR in this way is thought to be a world first for consumer editorial.

Kate Reardon, editor of Tatler said: “I’m beside myself with excitement. We’re bringing together the worlds of high tech and high jewellery; frankly I’ll be spending the next week trying on diamonds at my desk.”

Jessica Walsh, Tatler’s jewellery editor added: “What excites me is that we have brought together the oldest magazine in the world with an industry steeped in heritage and tradition – and combined the two to create a ‘first-time’ digital innovation.

“Digital technologies are changing the way in which people interact with both media and brands and I am excited to be contributing to this shift through such an exciting initiative,” Walsh added.

Jonathan Chippindale, CEO of Holition said of the project: “We’re delighted Kate Reardon and the team at Tatler have appreciated the potential of augmented reality as it provides an excellent platform for Holition to further increase the creativity and potential of augmented reality technology.

“In the end it is about creating a fantastic stand-out user experience. So many people are looking online for their favourite fashion or jewellery item but what about trying it on before going to buy – it’s all about experiencing the brand in a different way using a webcam – you don’t need to know the technical details you just want to try it on," he added.

Holition, was founded by Jason Holt through a project with Birmingham City University and the Knowledge Transfer Partnership (KTP), is currently lead by Lynne Murray and Jonathan Chippendale from their offices in east London.

The company aims to break the barriers between the luxury world and consumer experience and making it more accessible to everyone and giving everyone the chance to have multi-million pound rings literally at their finger tips.

The September issue will go on sale on Thursday August 4.


Tags : augmented realityBoodlesHolitionJewelleryjonathan chippendalekate reardonlynne murraytatler
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