A New Augmented Reality Pop-Up Offers an Interactive Way to Learn About Watches

Offering a mix of analog and digital experiences, from workshops and discussions to tech demonstrations and augmented and virtual reality sessions, the pop-up is designed to familiarize younger buyers with the stories of the participating brands The main draw will be an augmented reality room papered with custom illustrations by the New York-based artist Justin Teodoro Upon entering, visitors will be handed an iPad they can use to explore various brand worlds, each designed to immerse them in a discrete environment.

Cartier offers a virtual, interactive look into its craftsmanship via the creation of the Santos watch at the Cartier Manufacture in Switzerland IWC Schaffhausen presents a 4-D virtual and augmented reality experience dedicated to "The Road Less Traveled." Panerai shuttles visitors below the sea using the Oculus virtual reality headset to learn about the inspiration behind its Submersible collection A few brands will also hold dedicated events during ARcadium. Source