With the development of technology, from print media to radio, television, computers, smart phones and now virtual reality equipment, technology is constantly liberating human beings in time and space. “Star Wars”, “Avatar”, “Matrix”, “Ready Player One”, from these numerous science fiction movies, it has always been the dream of human beings to recreate a world, people based on the theory of existential philosophy, the development of virtual world theory, technology and ethics. Nowadays, the development of graphics, multimedia, human-computer interaction technology and brain science has paved the way for the advent of virtual world.

  • What about virtual reality?

All kinds of X-reality virtual Reality, how do you distinguish? In fact, how much computer-generated images (generated by computer technology and wearable devices) overlap with our base reality is a way to distinguish between realities, as shown below:

  • RR (Real Reality) : The unaugmented version of Reality;

  • Augmented Reality (AR) : Augmented Reality, adding virtual content in Reality, users can interact with virtual digital content in the real world;

  • MR (Mixed Reality) : It realizes the integration of virtual Reality and Reality, builds a bridge of interactive feedback between users, the virtual world and the real world, and enhances the Reality of user experience.

  • VR (Virtual Reality) : Virtual Reality, intended to let people immerse in a completely Virtual environment;

  • Extended Reality (XR) : Extended Reality, including AR, VR, MR, and so on. It summarizes the environment combining real and virtual and human-computer interaction technology.

  • Key technology of AR

At the market level, THE application market of AR is indeed broader than that of VR, and it is easier for consumers to bring products into real life as tools. AR glasses are the development prospect of smart terminal devices in the future, but smart phones are the best entry point for AR to enter the C-end market at present.

The key technology involved in SMART phone AR is to perceive the real world through the camera sensor of the phone, and then to understand the scene of the real world through deep learning of data, and to detect and identify objects. In the field of augmented reality, common detection and recognition tasks include face detection, emotion recognition, gesture recognition, motion detection, vehicle detection, biometrics, natural scene recognition, environment recognition, and so on. Next, 3d perception of the real world is realized through SLAM, 3D reconstruction and other technologies. Finally, the virtual and real fusion effect of AR is presented on the mobile end through image rendering.

Therefore, AR has a high degree of hardware dependence on smart phones. Firstly, it depends on the camera quality and imaging processing, enough powerful CPU, and is integrated with the hardware design to ensure good performance and effective real-time computing. In this process will produce electricity consumption, high energy consumption, high heat; The presentation of AR also has the possibility of network dependence and visualization and interaction.

  • AR hardware solution presentation

AR requires hardware to render, and there are currently five mainstream AR hardware types:

The first, a handheld device, represents a smartphone, which contains all the elements needed for AR: gyroscopes, GPS, cameras, and powerful processors.

Second, stationary AR devices, such as virtual fitting mirrors, are suitable for scenes requiring a larger display or higher resolution in specific places.

Third, head-mounted displays (HMD), in which the user does not see reality directly, but instead sees an enhanced video picture of it.

Fourth, space augmented Reality system (SAR) directly projects virtual content into the real world through holographic stereoscopic projection and naked eye 3D technology.

Fifth, smart glasses, AR images through the lens, or through the lens reflection, so as to enter the eyeball. The most prominent examples of smart glass technology are the Vuzix M100/Google Glass and Microsoft Hololens.

  • AR e-commerce marketing

After virtual idols, virtual clothing, virtual art, virtual sneakers are coming. Luxury brand Gucci recently unveiled their first digital Virtual sneaker: Gucci Virtual 25. However, unlike the recent NFT digital art craze, the shoes can not be resold, but can only be worn online. But it’s probably the cheapest Gucci pair ever, at just 78 yuan. The shoes can be worn not only in the Gucci app, but also in VR Chat and Roblox, as a “skin” in the game.

AR/VR brand marketing has become the new favorite of the world’s top luxury brands and fashion brands, with Gucci as the representative, have explored the new ignition point of fashion topics in the digital world.

Check out Video 1

Within the Gucci app, there’s also a new interactive virtual Sneaker Garage, where you can try on a variety of virtual shoes, including Screener, Tennis 1977, Rhyton, and more. Gucci has also built a small virtual interactive community here. Select Gucci elements, colors and parts you like, customize a pair of exclusive Gucci sneakers, and then upload them to the virtual “Gucci Shoe Bank.” Many artists, including Helen Kirkum, Michael Cutini and Mattias Gollin, have joined the competition to create imaginative designs based on the original shoes, and then to “like” their DIY designs.

Check out Video 2

In Gucci App, you can not only experience the concrete AR shopping experience of trying on shoes, glasses, hats, makeup, accessories and furniture, but also experience the “perfume” taste created by Gucci through AR creativity. At the end of 2020, Gucci launched Profumo di Fiori, a new fragrance that people can “smell” by playing virtual games online, directly through AR technology. Although it doesn’t really smell, when the song Fade Into You floats in the wind, players walk through the ancient castle in the shade of trees and pick up the perfume, roses of the corresponding fragrance fall all over the sky, and it seems that they really smell of perfume.

Check out Video 3

Dior opened a virtual beauty store. When users enter the store, the general process is just like that: they walk into the store from the Chateau La Colle Noire in the south of France, and then browse different products in different locations successively. If they like, they can view its information and videos in 360 degrees, and order directly if they want to buy.

In order to improve the appeal of the brand, Dior launched AR sunglasses and AR filters of “3Dior Makeup” on Instgram the year before last. The novel effect of glittering and translucent sequins floating on users’ faces also set off a viral spread on Instgram.

WannaFashion, an AR brand marketing company that has become popular in Europe and the United States in recent years, developed several popular AR apps: Wanna Kicks for shoe fitting, and now attracts dozens of top brands to enter; Also, Wanna Watch for trying on watches and Wanna Nails for trying on nail polish. In addition to its own App drainage, WannaFashion also opened the SDK can be integrated into the App of e-commerce platform to call AR trial. Snapchat also cooperated with WannaFashion to increase the entrance of brand marketing.

In addition to the use of AR for marketing and online shopping experience in the luxury industry, online makeup and nail polish testing in the cosmetics retail industry, furniture testing in jingdong and IKEA mobile apps, as well as AR presentation in e-commerce live broadcast scenes are also popular. In e-commerce and brand marketing, AR scenarios emerge one after another, attracting the young generation of consumers with the beauty of science and technology.

Check out Video 4

Check out video 5

At present, Huawei open AR Engine integrates the AR core algorithm to provide developers with AR capabilities in Huawei mobile phones for their applications, helping applications integrate the virtual world and the real world to create new visual experience and interaction modes. For more details, please visit:

HUAWEI AR Engine

Huawei developer alliance website: developer.huawei.com/consumer/cn… To obtain development guidance document: developer.huawei.com/consumer/cn… Participate in developer discussion please to Reddit community: www.reddit.com/r/HuaweiDev… Please download demos and sample code to Github:github.com/HMS-Core solve the integration problem please to Stack Overflow:stackoverflow.com/questions/t…

The original link: developer.huawei.com/consumer/cn…

Original author: Pepper