Premium vodka brand Grey Goose has launched three flavours under its new Grey Goose Essences belt with an interactive Augmented Reality (AR) installation at Heathrow Airport’s Duty Free.
The brand challenged the specialist metaverse creative agency Swipe Back, which specialises in immersive experiences, to build awareness of its expanding portfolio of products by creating a multisensorial AR experience.
When airport travellers at Heathrow Terminal 5 stood in front of the installation, they saw a virtually frosted screen. By using hand gestures they could unveil the bottles of Grey Goose’s new flavours.
Travellers were then asked to select a flavour before the screen displayed a plant-covered wall, with flowers taking an augmented 3D shape of the user, reacting to the travellers’ movements and gestures. It then displayed information on the new flavours, such as ingredients and recipe, along with a QR code to Grey Goose’s website.
Nikhil Roy, Co-founder at Swipe Back, said: “As a category that relies on taste, we’ve worked with Grey Goose to create a multi sensorial experience, but with a particular focus on sight, capturing travellers’ imaginations in a competitive arena like duty free.
“We’re helping to show its range of flavours to travellers through AR technology; making the experience immersive, exciting and transformative, all without needing to touch a screen.
“Grey Goose is already well-established in the drinks category. It’s always exciting to partner with such an adventurous brand on the next stage of its journey as it looks to reach new audiences in new ways. This really could spell the future of how consumers discover and are inspired by new flavours.”