ROSE Is a Shorty Awards Winner

ROSE has won our first Shorty award! Last week our Clash From the Past Mini Games project took home the Bronze Award for Art Direction at the 15th Annual Shorty Awards. In addition, we also won the Audience Honor for Clash From the Past Mini Games in the Art Direction and Gaming category, and for Mastercard Immersive Tour of the Miami Design District in the Extended Reality category! We are so proud of our team! Thank you to our partners and collaborators and to everyone that voted.


CLASH FROM THE PAST MINI GAMES: Bronze and Audience Honor, Art Direction & Audience Honor, Gaming

Clash of Clans, one of the world’s most popular mobile games turned 10 years old in August 2022. To celebrate #clashiversary, the maker of Clash of Clans, Supercell, and their creative agency, Wieden + Kennedy,  created a mockumentary around 40 fictitious years of Clash of Clans. The goal of the campaign was to envelop the fandom in this fake history and make them believe it was real through never before seen, “re-released” games, created by ROSE, one from each era of game design history. Over 170 Million players across the globe tapped, punched, ran, and smashed their way to winning back Barbarian’s sword from evil goblins, ultimately transporting him back to present-day Clash of Clans. Each game used Clash of Clans scenery, items, and characters but recreated to look like the era it was supposed to have come from. This meant the creation of over 900 net new assets to fully re-create the look from each decade. Additionally, to tie each game together and further the story, a series of cut scenes were created in each decade’s style. WATCH THE VIDEO  


In partnership with the Miami Design District, Mastercard™ has provided cardholders with a #Priceless tour of the area. ROSE created the immersive experience to bring seven key pieces from the district to the user’s own space. Using their mobile device, users are transported to the Miami Design District and can experience a 360-view of the selected art pieces. Upon entering each portal, users are able to learn about each piece through audio and written descriptions. This experience had an average engagement time of 1 minute and 40 seconds.           WATCH THE VIDEO  

What Is the Metaverse

The concept of a “metaverse” has been around for decades, but in recent years, it has gained increased attention and interest as a new frontier for technology and human interaction. With the continued development of its technologies, the metaverse is becoming increasingly sophisticated and realistic. For businesses, the metaverse presents a new way to connect with customers, collaborate with colleagues, and innovate in ways that were previously impossible.  


The metaverse is a fully immersive digital world where users can interact with each other and the environment in real time, using avatars, 3D graphics, and advanced interfaces. It is not just a single platform or technology, but a network of interconnected virtual worlds that can be accessed and experienced by users worldwide. The metaverse offers a wide range of experiences, from social interactions and gaming to education and commerce. Users can create and customize their avatars, explore virtual environments, interact with other users, and conduct transactions using virtual currencies. In this virtual space, the boundaries between the physical and digital worlds are blurred, providing new opportunities for social interaction, entertainment, and business development. Although the metaverse is still in its early stages, it is rapidly evolving, and companies are investing heavily in its development. As technology continues to improve, the metaverse has the potential to become a central hub for human interaction and commerce, opening up new possibilities for the future of the internet and the way we interact with each other.  


The concept of the metaverse originated from science fiction, specifically Neal Stephenson’s 1992 novel Snow Crash, which depicted a virtual reality space called the Metaverse. In this virtual world, people could conduct business and interact with each other in a fully immersive environment. The novel’s portrayal of the Metaverse had a significant impact on the development of virtual reality and online gaming. Image of Second Life provided by IGN https://www.ign.com/articles/second-life-creator-doubts-facebook-metaverse Image Source In the late 1990s and early 2000s, the metaverse began to take shape in online gaming communities and virtual worlds. Second Life, which launched in 2003, was one of the first virtual worlds to gain widespread attention. Second Life allowed users to create their own avatars, explore virtual environments, and interact with other users in real time. It quickly became a popular platform for social interaction and creative expression. Minecraft Classic Image Provided By IMDb https://www.imdb.com/title/tt2011970/mediaindex?ref_=tt_mv_close Image Source In the years that followed, other virtual worlds and online gaming platforms emerged, each with unique features and capabilities, including World of Warcraft, EVE Online, and Minecraft, among others. The development of Virtual Reality (VR) and Augmented Reality (AR) technology in recent years has led to the creation of more sophisticated virtual worlds, expanding the possibilities of the metaverse beyond gaming.  


The metaverse is a complex system that enables user interaction with the virtual environment through a combination of software and hardware. It operates on a set of protocols governing data sharing and transaction processing. Key technologies employed in the metaverse include virtual reality (VR), augmented reality (AR), artificial intelligence (AI), blockchain, and cloud computing. While often confused with the metaverse, VR and AR are merely components of it. VR provides a fully immersive experience, while AR overlays digital content onto the real world. In contrast, the metaverse transcends these technologies by establishing a persistent virtual environment accessible from anywhere. At its core, the metaverse operates as a decentralized network utilizing blockchain technology. This ensures secure and transparent transactions, vital for establishing trust and reliability within the virtual economy. AI complements this infrastructure by generating intelligent virtual agents capable of interacting with users, providing information, and assisting with various tasks. The metaverse relies on the computing power of cloud technology to create and sustain its immersive virtual environment. Furthermore, cryptocurrencies like Bitcoin and Ethereum hold the potential to facilitate seamless virtual transactions, enhancing the metaverse’s functionality and economic ecosystem.  


The metaverse requires a combination of software and hardware to function properly. On the software side, several platforms provide access to the metaverse. These platforms represent a diverse range of metaverse experiences, from user-generated content creation to immersive social interactions. Each platform offers unique features and opportunities for users to engage, create, and explore within their respective virtual worlds.


Roblox Image Provided By Wired https://www.wired.com/story/on-roblox-kids-learn-its-hard-to-earn-money-making-games/ Image Source Roblox is a prominent metaverse platform that allows users to create and play games within a virtual world. It boasts an extensive user-generated content ecosystem, enabling developers to create their own experiences using Roblox Studio. With over 200 million monthly active users, Roblox has a thriving economy where players can buy and sell virtual goods.

Fortnite (Epic Games)

Fornite Image Provided By Fortnite https://www.fortnite.com/ Image Source While primarily known as a popular battle royale game, Fortnite has expanded its metaverse-like elements through in-game events, collaborations, and a virtual social space called Party Royale. Fortnite’s immersive experiences, live events, and creative mode allow users to interact, socialize, and engage with various forms of entertainment within the game’s virtual world.

The Sandbox

The Sandbox Image Provided By The Sandbox https://medium.com/sandbox-game/what-is-the-sandbox-850de68d893e Image Source The Sandbox is a blockchain-based gaming platform that empowers users to create, share, and monetize their gaming experiences. It utilizes voxels, a 3D pixel art style, and offers a user-friendly game-maker tool that allows creators to design interactive experiences. The Sandbox also operates on a cryptocurrency model where users can own and trade virtual assets using its native currency, SAND.

Horizon Worlds (Meta)

Horizon Worlds Image Provided By Meta https://www.meta.com/horizon-worlds/ Image Source Horizon Worlds, developed by Meta (formerly Facebook), is an immersive social metaverse platform. It aims to provide a seamless and accessible virtual reality experience for users. Horizon Worlds offers tools and resources for creators to build their own worlds and experiences, emphasizing social interaction, creativity, and exploration.


Decentraland Genesis Plaza Image Provided By Decentraland https://decentraland.org/blog/announcements/genesis-plaza-relaunched Image Source Decentraland is a blockchain-based virtual world that allows users to create, buy, and sell virtual land and experiences. Powered by the Ethereum blockchain, Decentraland enables users to develop and monetize their virtual content using its scripting language. It also has its own cryptocurrency called MANA, which is used for buying virtual land and trading virtual assets within the platform.  


On the hardware side, the metaverse requires devices that can display and interact with the virtual environment. These devices range from smartphones and computers to VR and MR headsets. VR headsets provide a more immersive experience, while MR headsets overlay digital information in the real world.

Virtual Reality Headsets

VR headsets are a key component for experiencing the metaverse in an immersive manner. Devices like the Meta Quest, HTC Vive, and PlayStation VR offer high-quality VR experiences, allowing users to explore virtual environments and interact with them using motion controllers.

Meta Quest

Meta Quest 2 Image Provided By Meta https://www.meta.com/quest/products/quest-2/ Image Source The Meta Quest is a standalone virtual reality headset. It offers a wireless and all-in-one VR experience without the need for a PC or external sensors. The Quest features built-in tracking sensors and motion controllers, providing users with freedom of movement within virtual environments. With its high-resolution displays and intuitive user interface, the Quest delivers a compelling and immersive VR experience for gaming, social interaction, and other metaverse activities.

HTC Vive

VIVE Pro 2 Image Provided By VIVE https://www.vive.com/us/product/vive-pro2-full-kit/overview/ Image Source The HTC Vive is a PC-based virtual reality headset known for its room-scale tracking capabilities. It utilizes external base stations that track the user’s movements and position in physical space, allowing for precise and immersive VR experiences. The Vive offers high-resolution displays, comfortable headsets, and motion controllers for intuitive interaction. It also supports a wide range of VR applications, from gaming to architectural visualization, making it a popular choice for metaverse enthusiasts.

PlayStation VR

PS VR Image Provided By Playstation https://www.playstation.com/en-us/ps-vr/ Image Source PlayStation VR (PSVR) is a virtual reality headset designed for use with the PlayStation 4 and PlayStation 5 gaming consoles. It provides an accessible entry point to VR for console gamers. The PSVR features a comfortable headset, motion controllers, and an external camera that tracks the user’s movements. While the resolution may be slightly lower compared to PC-based VR, the PSVR offers a range of immersive gaming experiences and integrates seamlessly with the PlayStation ecosystem.

Mixed Reality Headsets

Mixed reality (MR) headsets, such as Microsoft HoloLens and Magic Leap One, blend virtual content with the real world in a more interactive and immersive manner. By combining real-world mapping with virtual elements, Mixed Reality headsets enable users to interact with and manipulate virtual objects within their physical environment. 

Microsoft HoloLens

Microsoft’s HoloLens 2 Image Provided By Wired https://www.wired.com/story/microsoft-hololens-2-headset/ Image Source The Microsoft HoloLens blends virtual content with the real world. It features transparent lenses that allow users to see and interact with holographic objects superimposed on their surroundings. The HoloLens employs advanced sensors, cameras, and spatial mapping technology to provide an interactive and spatially aware experience. It is widely used in enterprise and industrial applications, offering unique opportunities for metaverse experiences that merge virtual and physical elements.

Magic Leap

Magic Leap 2 Image provided by Magic Leap https://www.magicleap.com/magic-leap-2 Image Source Magic Leap is an extended reality company that has developed the Magic Leap One headset. It is designed to provide a seamless and natural experience by superimposing digital content onto the user’s real-world environment. Magic Leap employs a combination of sensors, cameras, and waveguide technology to create realistic and interactive experiences. The headset includes a controller for input and navigation, allowing users to interact with virtual objects and applications in their surroundings.

Smartphones and Tablets:

While not dedicated metaverse devices, smartphones and tablets play a significant role in accessing metaverse applications and experiences. Mobile devices often feature AR capabilities, allowing users to engage with augmented reality elements and applications, making them accessible entry points to the metaverse.  


One of the most significant benefits of the metaverse for businesses is the ability to create immersive brand experiences. This not only provides a unique and engaging experience but also allows businesses to showcase products in ways that were previously impossible.


The fashion industry is embracing the metaverse as a platform for innovative and immersive experiences and is expected to grow by $6.61 billion from 2021-2026. Fashion brands can create virtual showrooms and fashion shows within the metaverse. Users can customize and try on virtual outfits, explore virtual boutiques, and make virtual purchases. Virtual fashion collaborations and limited-edition virtual items can also be introduced, creating unique opportunities for brand engagement. Adidas Metaverse Fashion Week Image Provided By CJ Fuentes https://www.youtube.com/watch?v=jZsHLWXeXYo Image Source In 2022 Decentraland hosted the first annual Metaverse Fashion Week.  The event was held again this year in 2023 and featured brands such as Adidas, Coach, Tomy Hilfiger, Dolce & Gabbana, and more. The brands’ experiences ranged from Adidas hosting a runway show debuting 16 digital pieces,  to Coach’s virtual showroom inside a giant floating spaceship of their iconic Tabby bag. Coach Tabby in Decentraland Metaverse Fashion Week Image Provided By Forbes https://www.forbes.com/sites/stephaniehirschmiller/2023/04/02/metaverse-fashion-week-how-retail-got-real/?sh=4be4838f91a1 Image Source  By embracing virtual fashion, designers can push the boundaries of design, experiment with innovative concepts, and offer unique digital fashion experiences to a broader community.

Food And Beverage

The food and beverage industry can leverage the metaverse to create immersive and engaging consumer brand experiences. Through the metaverse, brands can connect with their target audience, increase brand awareness, foster loyalty, and generate new revenue streams. Virtual product launches and tasting events within the metaverse offer brands an opportunity to reach a wider audience and generate buzz ​​José Cuervo Metadistillery Image Provided By By Rojkind http://rojkindarquitectos.com/work/metadistillery-jose-cuervo/ Image Source In Decentraland Jose Cuervo has created their Cuervo Metadistillary. It is a metaverse experience that brings the essence of the tequila production process to life in a virtual environment. Users can explore the virtual distillery, learn about the history and craftsmanship of Jose Cuervo tequila, make their own custom cocktail, and socialize with others.


In the retail industry, the metaverse offers new opportunities for virtual shopping experiences. Virtual shopping experiences can offer personalized recommendations, interactive product showcases, and social shopping. The metaverse provides a dynamic platform for brands to showcase products in realistic settings, generate excitement, and bridge the gap between online and offline shopping, fostering customer engagement and loyalty. It is expected that e-commerce value in the Metaverse will be $2-$2.6 trillion by 2030 West Elm Home Design Roblox Experience Image Provided By West Elm https://press.westelm.com/westelmhomedesign Image Source On Roblox, West Elm hosts their West Elm’s Home Design Experience. The experience enables users to virtually explore and design their dream homes using the brand’s products and designs. Customers can customize virtual spaces, experiment with furniture layouts, and visualize how West Elm’s items would fit into their real-world environments. This interactive approach enhances the shopping experience by allowing customers to make informed decisions and reduces guesswork.   


The metaverse holds immense potential to reshape how we interact, collaborate, and experience digital spaces. It promises to redefine the boundaries of digital interaction, unleashing a new era of interconnectedness and possibilities for individuals and businesses alike. With the collective efforts of technology companies, content creators, and industry leaders, the metaverse is poised to become an integral part of our digital future.  

What Is Mixed Reality?

Our experiences are no longer simply real or imagined. Today, technology can change our experience of the world and introduce us to new worlds altogether. Augmented Reality (AR) and Virtual Reality (VR) are the most common forms of Extended Reality (XR), but there’s also Mixed Reality (MR). What does that mean? It turns out, Mixed Reality can mean different things to different people. But, after reading this article, you’ll have a better understanding of what they’re saying – no matter who they are.


Extended Reality can be understood as spectrums in terms of the display technology and/or in terms of the nature and behavior of the virtual elements as well as how we interact with them. In both cases, unassisted vision lands on one end (no virtual elements) and Virtual Reality exists on the other end In the display spectrum, Augmented Reality would land in the middle, as it is a combination of the world as it appears unaided and the world altered and augmented with virtual elements. Another approach encourages looking at how users interact with an experience rather than merely how they view it. Virtual Reality environments are immersive and often interactive experiences like games and simulations that exist in their own virtual worlds, while Augmented Reality applications rely on the physical world to add value. Some criteria for whether an experience is classified as augmented reality, mixed reality, or virtual reality include the ability of virtual elements to react with one another as well. Virtuality_Continuum Image Provided by CreatXR https://creatxr.com/the-virtuality-spectrum-understanding-ar-mr-vr-and-xr/
Image Source
This “virtuality continuum” introduced by Paul Milgram and Fumio Kishino in 1994 is the touchstone of Mixed Reality. When companies or individuals use the term “Mixed Reality” they usually have a version of the virtuality continuum in mind, whether they realize it or not. However, these terms were introduced almost thirty years ago and the ways that these technologies have manifested since then leaves room for debate and discussion.

One Term, a Dozen Definitions

In the emerging technology space, different companies define Mixed Reality slightly differently, and there is no single universally accepted definition. While they don’t all explicitly cite the virtuality continuum, they do all address MR as incorporating both virtual elements and interactions in a physically-grounded environment. For example, ROSE uses the following definition of Mixed Reality: “Mixed Reality (MR) allows real and digital elements to interact with one another and the user like they would in the real world. Mixed reality maintains a connection to the real world, similar to Augmented Reality, and therefore is not considered fully immersive. In a Mixed Reality environment, 3D content will react to the user the same way it would in the real world. You must have an MR device, like a headset or glasses, to view an MR experience making it less accessible than Augmented Reality.” However, Knowing how ROSE defines uses a term doesn’t always help if you’re talking with someone from Microsoft, Meta, Varjo, or any other number of Extended Reality companies. For example, Microsoft provides the following definition of Mixed Reality: “Mixed reality is a blend of physical and digital worlds, unlocking natural and intuitive 3D human, computer, and environmental interactions.” Meta defines Mixed Reality in more abstract terms, discussing what the experiences should feel like for users. While it’s not as quotable, it gets at the core values that consistently make up our shared understanding of Mixed Reality: A computer-assisted view of the physical world designed around a human user. With that in mind, let’s look at some examples of Mixed Reality and “Mixed Reality-like” hardware and experiences.  


There are dedicated Mixed Reality devices. However, these days, most Virtual Reality devices are capable of experiences that arguably qualify as Mixed Reality. Similarly, some experiences available on Augmented Reality glasses and even mobile devices may constitute Mixed Reality-like experiences.

Mixed Reality Devices

Dedicated Mixed Reality devices, like Magic Leap and Microsoft’s Hololens, were designed specifically for MR experiences and are the best (and least contested) examples of the technology. 
Magic Leap 2 Image provided by Magic Leap https://www.magicleap.com/magic-leap-2
These headsets feature transparent lenses allowing a view of the physical environment that is augmented with a holographic display. These headsets also include advanced depth sensors, cameras, and software allowing “scene understanding” for interactive virtual elements to exist in or even originate from the user’s physical environment. However, these displays are bulky and expensive to produce. The software behind them also requires a lot more computing power than other forms of extended reality. As a result, they are almost exclusively limited to enterprise use cases. In response, other forms of hardware have a different approach to Mixed Reality-like experiences. Lynx-R1 Image provided by Lynx https://www.lynx-r.com/products/lynx-r1-headset Some coming devices, like the Lynx-R1, offer VR and AR with MR operating as a scale between these views.

Virtual Reality Devices

Most modern Virtual Reality devices are also “Mixed Reality” devices thanks to a technique called “passthrough.” This technique augments a live camera feed of the user’s surroundings instead of using a translucent or transparent display like AR and MR Virtual Reality devices don’t have transparent lenses that allow a user to see their physical environment directly. Instead, VR devices have a growing number of increasingly robust cameras. In addition to tracking, these cameras can reconstruct the user’s view within the VR displays and augment it to create a Mixed Reality-like experience on VR hardware. Companies like Varjo and Meta use the term “Mixed Reality” to describe experiences enabled via passthrough. Meta’s Quest line is a great example of how this technology is developing over time. Passthrough on the Quest 2 is black-and-white, grainy, and not very useful for most experiences. Passthrough on the Quest Pro is higher quality, color, and far more interactive. Image (c) Varjo https://varjo.com/solutions/design-and-engineering/ Varjo’s Reality Cloud even allows a sort of environment transfer that allows one user’s physical environment to be recreated in real time and rendered as a remote user’s virtual environment. This is another example of an experience that blurs the lines between Mixed Reality and virtual reality in ways that were likely not anticipated by Milgram and Kishino. Experiences enabled via passthrough are MR in terms of their interactivity with the user and with the user’s environment, even if they still aren’t as fully-featured as experiences on dedicated Mixed Reality devices. However, because the display of the user’s physical environment is digitally rendered, they aren’t “pure” Mixed Reality.

Augmented Reality Glasses and Mobile Devices

Nreal-Air Photo provided by Jon Jaehnig Augmented Reality glasses have a transparent display so, even though the virtual aspect is handled differently by the hardware, they have a similar starting point to dedicated Mixed Reality devices. However, the experiences that these devices can offer are more limited. This is largely because of computational constraints. Most AR glasses still use a small computing puck or a mobile phone so that they can maintain their small and mobile form factor. Even some mobile devices like smartphones can deliver Mixed Reality-like experiences using an approach similar to passthrough on VR headsets.  The device limitations prevent the full-featured environmental awareness and interactivity that makes MR so impactful. As a result, most Extended Reality applications on mobile devices and AR glasses consist of virtual elements placed into the environment by the user that remain largely non-responsive to the user and to the environment.

Ever-Changing Technologies

While developments like passthrough make Mixed Reality-like experiences more viable on VR headsets, developments in connectivity and computing help to bring these experiences to AR glasses. Shifts like cloud and edge computing are making it easier for smaller devices to do more work by moving computing to remote servers. Changes in hardware and design also make XR experiences on mobile devices more powerful. A few years ago, simple AR on most mobile devices was impossible because of the lack of cameras and depth sensors. Between mobile devices designed with these experiences in mind and developments in software, this is rapidly changing.  


Dedicated Mixed Reality headsets remain priced outside of availability for most consumers and most applications developed for these headsets accordingly fit into enterprise or academic use cases. However, Mixed Reality as it is offered through passthrough on VR headsets has opened the door more widely to MR consumer experiences.

Medical Education

GigXR-and-ANIMA-RES-Insight-Kidney-module Image provided by ANIMA RES https://animares.com/ https://animares.com/ GigXR was launched in 2019 specifically to take over XR content and projects from Pearson. Since then, the company has expanded the volume and interactivity of the content that it offers – often through partnerships with imaging and technology companies. Insight is a series of mixed reality medical education experiences created by GigXR and ANIMA RES, a 3D medical illustration company. The program requires at least one Microsoft HoloLens headset to run, allowing a student or instructor to manipulate virtually reconstructed organ systems in real-time. Additional viewers can join on headsets or on 2D platforms.

Design and Training

group-teleport-dollhouse Image provided by Campfire https://www.campfire3d.com/ Campfire uses its own in-house headset to view 3D models in a user’s environment that can be viewed and annotated collaboratively in real-time regardless of whether the users are together or remote. Like GigXR, not all participants need to have a headset. In fact, users without a headset can still interact with the model on desktop or mobile devices – just not in MR. The device is used for product design, as well as for training and education use cases.


I_Expect_You_to_Die Screenshot provided by Schell Games https://schellgames.com/portfolio/home-sweet-home “I Expect You to Die” is a Virtual Reality game series from developer Schell Games. However, with the “Home Sweet Home” installment of the series, a player’s den becomes a mini escape room, thanks to Mixed Reality. The free-to-play game runs on either the more rudimentary passthrough of the Meta Quest 2 or the more powerful MR display of the Quest Pro. Through clever tech and clever story writing, the experience incorporates elements of the player’s home environment into the plot.


There is a debate about which experiences and devices really qualify as “Mixed Reality.” Many people see this tension as unnecessary, arguing that most average users don’t use these terms anyway. While the term is valuable to specialists today, it is interesting to wonder what will happen to it as technological advances bridge the gap between AR and MR.

What Is Virtual Reality?

With Virtual Reality’s increasing time in the spotlight, most people probably have some surface-level understanding of what it is. However, different types of VR experiences and how they are being used in business, education, and entertainment are unclear for many. While many people still view VR as a technology of the future, it is already being used successfully across industries.  

What Is VR?

Virtual reality is a computer display technology that places the user within a completely digital world. That world can be something that has never existed in physical space or something that could never exist in physical space. This approach is common in video games and some social and cultural use cases, but it isn’t the only approach. Less imaginative virtual worlds are often used for remote work, education, or social use cases that give participants an immersive way to access an experience without being overwhelmed by complicated controls. “Digital Twins” – exact virtual replicas of physical spaces – are also used for workplace training, tourism, architecture, engineering, and construction, and other uses. By combining a real location with VR artistry, a physical place can be reimagined throughout its history – or its future. This approach is common in gaming, entertainment, and design planning. Students can visit a virtual version of Imperial Rome. Gamers can play adventures set in historic time periods or visions of the future. Designers can envision site construction or renovation.

A Brief History of Virtual Reality

Head-worn VR goes back to the late 1960s, but the “modern era” starts with the Oculus DK1 in 2013. The device was large, expensive, and had limited use cases but won big with developers, researchers, and yes, some early adopters.  Later that year, the Oculus Rift came out to become one of the first accessible Virtual Reality headsets. Two years later, Facebook (now Meta) purchased Oculus. In another two years, HTC released VIVE, with VIVE later to become its VR division with all headsets bearing the name. That same year, Sony launched the original PlayStation VR 1, Varjo was founded( though its VR 1 wouldn’t come out until 2019), and, Pico released “Goblin” – the first stand-alone VR headset. Products have been discontinued, names have changed, other companies have come and gone, and other companies are out there with their own products. But this is the basic timeline.  

Do I Need a Headset?

A virtual reality headset is required for the greatest sense of immersion in a Virtual Reality experience and some experiences only exist within VR headsets. However, a number of VR experiences also work on desktop or even on mobile devices. Some users find these devices more comfortable as well as more accessible than dedicated VR headsets. If you do decide on using a headset for full immersion, you should know that there are a large variety of Virtual Reality headsets currently on the market. Different headsets offer different abilities and limitations, and come in at different price points.

Tethered VR Headsets

Tethered VR headsets are wired to either a powerful PC or a game console. These headsets are capable of more robust experiences, but also cost more money, require expensive computers, and might be unsuitable for some applications because of the wired connection. The headset serves as a display as well as a tracker of the head, hands and controllers, and in some cases where a user is looking. Because most of the heavy computational lifting is done on the connected console, these headsets are able to offer more full-featured experiences and better graphics. The best example in gaming is currently Sony’s PlayStation VR 2. Gamers with this system have graphics nearly unparalleled in the consumer space, as well as advanced software like eye tracking. However, the headset costs $40 more than the only gaming console with which it is compatible – the PlayStation 5, which costs over $500. An image of the VIVE Pro Eye headset, from release https://www.vive.com/us/newsroom/2019-12-05/ One of the best examples in industry is the HTC VIVE Pro 2. VIVE is known for their unparalleled tracking options, and comprehensive headset design including impressive onboard audio hardware. However, the $800 headset relies on a whole network of additional hardware including a highly-capable computer, external tracking units, and an optional wireless adapter.

Stand-Alone VR Headsets

Stand-alone VR headsets are designed to work completely on their own, although most can plug into a computer to access more content. These devices tend to be more affordable and easier to set up, wear, use, and ship. However, experiences for these devices are often less fully featured and less graphically impressive. Because the device serves as the display as well as the computer, these headsets are more likely to have inhibitive memory limitations and shorter battery life. Most stand-alone headsets come in special editions with expanded memory and are compatible with adapters like external battery packs. However, they still don’t stand up to tethered headsets for some uses. Meta Quest 2 with KKCOBVR battery pack in front of nested controllers on white background. The Meta Quest 2, starting at $400, is currently the headset to have for lightweight VR gaming and many social and remote work applications. While the headset does have limited memory and graphics capabilities, it’s more than enough for remote collaboration at work and it has a growing ecosystem of accessible games and fitness applications as well as productivity apps.

3DoF Headsets

Almost all modern headsets operate in six degrees of freedom (6DoF). Older headsets had more limited sensors that didn’t support modern controllers or tracking inputs and offered only “3DoF” – a user can look around within a 3D virtual environment but can’t move freely within it. These headsets have waned in popularity as the ability to offer more complex VR experiences has expanded. However, these headsets were sufficient for some use cases including viewing 3D images and videos. Further, they are less expensive and easier to use. As a result, they have held on in some enterprise and entertainment settings. The Pico G2 4k with accompanying remote As of this writing, the most recent 3DoF headset is the Pico G2 4K. However, Pico recently announced an upcoming third generation of their 3DoF enterprise offering demonstrating the continued utility of this often overlooked model.

Specialized Headsets

Some headsets come with even more sensors for use in assessment, diagnostics or academia, or are specifically calibrated for certain specialist applications. Finnish manufacturer Varjo is probably the leader in both categories. The $7,100 Varjo XR-3 Focal Edition is a modified version of one of the company’s existing enterprise headsets with an adjusted focal plane to optimize for near-to user interactions. The headset is specifically designed for simulation use cases including flight training. The $25,000 Galea combines the Varjo Aero headset with neurological sensors developed by OpenBCI. The VR headset will be capable of measuring a wearer’s gaze, heart rate, skin response, brain activity, and more. The headset should be in the hands of early-access groups this summer for use in human studies and advanced software computer development.

VR Controllers and Adapters

In addition to specialized headsets, specialized controllers can increase the sense of immersion in a VR experience for entertainment, simulations, or athletic training.  A trainer uses VR accessories, including a gun adapter, for increased immersion. Image from KAT VR blog https://www.kat-vr.com/blogs/news/kat-walk-mini-s-vr-arcade-training-treadmill-coming-in-july-2021 Gamers and law enforcement or defense personnel have access to attachments that turn the controllers into a reliably tracked simulation gun. Casual gamers or professional athletes working on their form can turn their controllers into golf clubs or pickleball paddles. Surgeons can use replicas of medical instruments to realistically practice complex procedures.  

Virtual Reality Industries and Use Cases

Some use cases of virtual reality like training, onboarding, and remote collaboration, could benefit literally any industry. However, there are some industries that have particularly adopted VR and that VR is particularly well suited for.

AEC and Design

During a previous technological shift, the Architecture, Engineering, and Construction (AEC) industry showed us how useful 2D computer visualization could be with their massive adoption of Computer Assisted Design (CAD). With the power of virtual reality, these files take on a whole new dimension. Automotive and product design follows a similar pattern. Entire models can be designed in VR (or an existing CAD model can be turned into a virtual environment). This makes it easier than ever for designers to get a feeling of what a building, vehicle, or product could be before so much as 3D printing a mockup.
Image (c) Varjo https://varjo.com/solutions/design-and-engineering/
(c) Varjo
One company, Treble Technologies, even uses 3D models to replicate the acoustics of a space. Through this technology, designers don’t just know what a building will look like before it’s built, they know what it will sound like.


Physical fashion designers can benefit from VR in all of the ways that other kinds of designers can – through remote collaboration and immersive modeling. Enterprising companies are also using extended reality technologies to show fashions to retailers and wearers without the cost of physical fashion shows. However, with virtual spaces and virtual representations of users comes the need for virtual fashions. Some fashion companies, like House of Blueberry exist solely in VR and create exclusively digital fashions – even teaming up with physical fashion brands to do it.

Food, Beverage, and CPG

Most common food, beverage, and consumer packaged goods (CPG) XR activations happen in AR on the mobile phone because mobile phones are much more widely used than VR headsets (for now). However, a growing number of these experiences are increasingly immersive worlds, like CocaCola’s recent Dreamworld activation, or a more recent activation that created a personalized “metaversion” avatar from a series of interactive prompts. The author's uniquely generated "metaversion" - one of Coca-Cola's interactive XR activations.


With the emergence of virtual real estate, a growing number of retail companies are establishing presences in virtual worlds. While these may or may not sell physical goods, they are a good way of spreading brand representation to an emerging medium in a potentially impactful way. An author's screenshot of PINKO's virtual storefront by Emperia, featuring shelves of physical bags represented by 3D models. Companies don’t necessarily need to buy virtual land either. Emperia works with companies to create virtual showrooms that integrate with a retailer’s existing online presence and online payment strategies.  

Future of the Industry

VR software is continuing its history of becoming more user-friendly and more visually impressive, while the hardware becomes smaller and more affordable. As big names like Sony and Meta increasingly produce better content on more accessible devices, adoption is continuing to grow. Meanwhile, advancements in how content is created for immersive worlds on consoles, apps, and the web make it easier than ever for new and aspiring developers to leave their mark on the virtual world.

What Is Augmented Reality

Augmented Reality (AR) has emerged as a transformative technology in recent years, revolutionizing the way people interact with digital content. From fun Snapchat filters to the ability to visualize furniture in your home before making a purchase, AR has found its way into almost every industry. With the ability to create immersive experiences, businesses now have a unique opportunity to increase engagement, drive sales, and build brand loyalty. It’s no surprise that AR has become a popular topic of discussion among businesses and consumers alike.   


Augmented Reality (AR) is a technology that allows users to overlay digital content onto the physical world in real-time. AR enhances the existing environment by adding digital elements to it. This technology is typically accessed through a mobile device or a wearable, such as smart glasses. AR works by using the device’s camera and sensors to scan and map the physical environment. The AR software then analyzes this information and superimposes digital elements onto the user’s view of the real world. These digital elements can be anything from 3D models to text to video and can be interactive, allowing users to manipulate or interact with them.  


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The concept of Augmented Reality dates back to the 1960s when Ivan Sutherland, a computer scientist, developed the first head-mounted display, which he called “The Sword of Damocles.” The device was bulky and expensive, but it laid the groundwork for future AR technology. It wasn’t until the 1990s that AR began to gain mainstream attention, with the development of the first AR application, called Virtual Fixtures, by the US Air Force.
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The early 2000s saw the emergence of AR as a commercial technology, with the launch of ARToolKit, an open-source software library that enabled developers to create AR applications easily. Since then, the technology has evolved significantly, with advances in computer vision, graphics, and mobile computing enabling the creation of more sophisticated AR experiences.  


There are three main types of Augmented Reality: NativeAR, WebAR, and SocialAR. Each type has its unique features and capabilities, and businesses can choose the type that best suits their needs.


NativeAR refers to AR experiences that are created using native app development tools for specific platforms like iOS or Android. Game development tools like Unity and Unreal provide the ability to build AR experiences for both major platforms at the same time. These native experiences typically provide the most advanced features and capabilities, such as 3D object recognition and tracking as well as offline access. That said, creating a NativeAR app can be time-consuming and costly and requires users to download an app which can take several minutes.
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Ikea makes use of NativeAR through their app Ikea Place. Through advanced 3D object recognition and tracking technology, this app enables customers to preview furniture in their homes before making a purchase.


WebAR refers to AR experiences that are accessed through a web browser, without the need for a dedicated app. This type of AR is typically easier and more affordable to create than NativeAR and can be accessed on a wider range of devices. However, WebAR experiences are limited by tracking (they require a horizontal plane so no wall tracking) and require an internet connection. One example of WebAR is the Moët-Hennessy Virtual Concierge activation. This experience allows users to place the concierge in their home/space, and then answer a series of questions that lead to their perfect product recommendation.


SocialAR refers to AR experiences that are integrated into social media platforms, such as Snapchat or Instagram. These experiences are designed to be shared with friends and can be used to promote products, services, or events. SocialAR experiences are typically easy to use and accessible to a wide audience, but they may be limited in terms of functionality. One example of SocialAR is the Steve Maddenverse Big Head Girls AR filters. The Instagram filters enabled users to see what they would look like as 3D avatars of Normani, Nessa Barrett, Jordan Alexander, Sydney Sweeney, and Justine Skye in Steve Maddens iconic “Big Head Girl’ style from the 90’s and early 00’s.  


Augmented Reality Software applications are essential for creating immersive AR experiences. The software offers developers the tools and resources necessary to create AR experiences that meet the demands of modern consumers. Here are some of the top development platforms for AR:

8th Wall

8th Wall is a cloud-based development platform for creating WebAR experiences. It stands out from other platforms by providing developers with a set of tools that can help them create AR experiences that are highly responsive, reliable, and scalable. With 8th Wall, developers can create AR experiences that work seamlessly on both iOS and Android devices, and can be customized to meet the needs of any brand.


Zappar is an AR development platform that provides developers with tools for creating both marker-based and markerless AR experiences. It offers an extensive analytics suite that enables businesses to measure the impact of their AR experiences on their audience. 


Blippar is an AR development platform that provides businesses with tools for creating immersive and interactive AR experiences. It provides a wide range of customization options and templates, making it easy for businesses to create AR experiences that are tailored to their brand and audience. 


ARToolKit is an open-source software library for creating marker-based AR experiences. It is easy to use and provides developers with a range of features and customization options that enable developers to create AR experiences that are highly customizable and interactive.   


AR has found a place in almost every industry, and its potential use cases are vast. Some of the top use cases for AR include:

Retail and Fashion

In the Retail and Fashion Industry, AR has the potential to enhance the customer experience by providing an immersive and interactive way to shop for products. Retailers can use AR to create virtual showrooms, allow customers to try on virtual clothes and accessories, and enable customers to visualize products in their own space before making a purchase. The technology allows retailers to create immersive experiences that bridge the gap between online and in-store shopping, and help customers make more informed purchase decisions. Research has found that these informed online purchase decisions that AR has enabled has led to a 25%66% decrease in returns, 50% increase in product sampling time, and a 40% increase in order conversion rates.            An example of this is Bloomingdale’s 150th Anniversary AR Catalog, which brought their collection to life. Customers could scan AR-enabled looks within the catalog to see how they look and move in real life, not to mention click to purchase inside the experience. This experience had a 23.4% conversion rate and a 38% engagement rate


For Black History Month this year, ROSE created our Marching Forward AR exhibition, which commemorated moments of Black resistance in recent history. Users can tap to place the exhibit anywhere and walk along the iconic Black Lives Matter street art text, commemorating the 10th anniversary of the founding of the movement, while looking at and interacting with statues corresponding to these moments.             This experience highlights how augmented reality can be used as an important tool for immersive and accessible educational experiences. Augmented reality can be used to teach in the classroom and alongside, or instead of, IRL museum exhibits making educational resources available to all.

Food and Beverage

In the Food and Beverage Industry, augmented reality has been leveraged to personalize the purchase experience and offer consumers a unique and memorable experience. Through AR, Consumer Product brands can set themselves apart from competitors and be successful in increasing consumer engagement and driving sales.  An example of this is ROSE’s Patrón Tequila Virtual Gift Wrapper activation. This experience allows consumers to personalize their bottles of Patrón tequila with custom messages and virtual ribbons. The user can then share their bottle on social media or purchase it directly from the Patrón website. This activation had an average session duration of 1.5 minutes, and 53% of users clicked through to purchase Patrón before exiting.


Augmented Reality can enhance the tourism industry by providing a more interactive and engaging experience for travelers. AR can also provide travelers with information and context about the places they are visiting in a fun and immersive way.             AR can also be used to create virtual tours of destinations, allowing travelers to explore new places without ever leaving their homes. For example, in partnership with the Miami Design District, Mastercard™ has provided cardholders with an AR-powered virtual tour of the area. Using their mobile device, users are transported to the Miami Design District and can experience a 360-view of selected art pieces.  


Augmented Reality is a technology that has the potential to transform the way we interact with digital content and the real world. With its ability to enhance learning, create memorable consumer experiences, and provide innovative solutions across a range of industries, AR is a technology that businesses cannot afford to ignore. By understanding the different types of AR, their industry uses, and the software available, businesses can leverage this technology to create engaging and immersive experiences that delight their customers and drive business growth.  

ROSE Is a Finalist for Three Shorty Awards

ROSE is a Finalist for Best Metaverse: Extended Reality, Best Industry: Gaming, and Best Design: Art Direction In the 15th Annual Shorty Awards! You can help us win by voting online EVERYDAY at shortyawards.com/vote from now until April 26th!   


At ROSE we specialize in using augmented reality to help brands engage and delight their customers. We are a New York-based team of technologists, designers, engineers, strategists, thinkers, researchers, and doers. We share a deep-seated belief that the path to unlocking and re-imagining the future lies in applying emerging technologies creatively to critical business needs. ROSE is so honored that the Shorty’s has recognized our creativity and hard work through being selected as a finalist at the 15th annual awards.Our Clash From The Past Mini Games, Mastercard® Immersive Tour Of The Miami Design District, and Bloomingdale’s 150th Anniversary AR Catalog were challenging but exciting projects to work on that we are so proud of. We hope you enjoy learning about these projects and would greatly appreciate your vote. P.S. While our Mastercard Mastercard® Immersive Tour Of The Miami Design District and Bloomingdale’s 150th Anniversary AR Catalog are both nominated for the Metaverse: Extended Reality category, you can actually vote for both if you choose to!  

Clash From The Past Mini Games – Industry: Gaming and Design: Art Direction

Clash of Clans, one of the world’s most popular mobile games turned 10 years old in August 2022. To celebrate #clashiversary, the maker of Clash of Clans, Supercell, and their creative agency, Wieden + Kennedy, created a mockumentary around 40 fictitious years of Clash of Clans.  The goal of the campaign was to envelop the fandom in this fake history and make them believe it was real through never before seen, “re-released” games, created by ROSE, one from each era of game design history. Over 170 Million players across the globe tapped, punched, ran, and smashed their way to winning back Barbarian’s sword from evil goblins, ultimately transporting him back to present-day Clash of Clans.  WATCH THE VIDEO For the 1980s, we created an arcade platform called CLASH. Players play as Clash of Clans’ Barbarian, smashing through buildings to try and find their stolen sword all while the goblins that stole the sword are trying to stop their progress.  For the 1990s, we created Clash Dash, a racing game reminiscent of Mario Kart and Crash Team Racing, but Clash of Clans style. Users could play as one of six classic Clash of Clans characters. Players are racing through a Clash of Clans village, trying to catch up to the siege machine containing the goblins that have taken Barbarian’s sword. To win back Barbarian’s sword, players must win the race.  For the 2000s, we created a mix between a role-playing and boss battle game, think Elder Scrolls meets Kingdom Hearts, called Clash: Cradle of Darkness. As relayed in the mockumentary, Clash: Cradle of Darkness was a game so bad, it couldn’t see the light of day. We created a version of this game, bugs and all, for influencers to play, and released the “never before seen footage” to the public, closing out the story of Barb’s return home to present day. Each game used Clash of Clans scenery, items, and characters but recreated to look like the era it was supposed to have come from. This meant the creation of over 900 net new assets to fully re-create the look from each decade. Additionally, to tie each game together and further the story, a series of cut scenes were also created, also in the style from each decade.  VOTE ROSE  

Bloomingdale’s 150th Anniversary AR Catalog – Best Augmented Reality: Advertising, Media & PR

In honor of their 150th anniversary, Bloomingdales’ wanted to create an immersive experience to go along with their catalog of exclusive looks. Using augmented reality, we made it possible for users to see 14 of the looks in their own space, in-store, and alongside the catalog.           


Customers can scan AR enabled looks within the catalog to see how they look and move in real life, not to mention click to purchase inside the experience. This experience has led to a +22% conversion rate to shop and a +38% engagement rate.


Immersive AR Tour of the Miami Design District – Best Retail & Shopping: Metaverse, Immersive & Virtual

In partnership with the Miami Design District, Mastercard™ has provided cardholders with a #Priceless tour of the area. ROSE created the immersive experience to bring seven key pieces from the district to the user’s own space. With this partnership, cardholders are given the exclusive opportunity to go through this immersive view of the Miami Design District’s collection.            This experience can be viewed by Mastercard™ cardholders HERE. VIEW THE VIDEO  Using their mobile device, Mastercard™ cardholders can choose where to start their tour via an AR art installation at the start of the experience. Once a piece is selected, users are transported to the Miami Design District and can experience a 360-view of the selected art pieces. Upon entering each portal, users will be able to learn about each piece through audio and written descriptions. Users are able to walk around these pieces by tapping or walking towards designated hotspots. This experience had an average engagement time of 1 minute and 40 seconds. Featured works include Interdimensional Portal by Criola, Buckminster Fuller’s Fly’s Eye Dome, John Baldessari’s Fun Mural (Part 1), Wall Drawing #1138 by Sol LeWitt, Virgil Abloh’s Dollar a Gallon III, Standing Julian by Urs Fischer, and Jana Euler’s Two Brides.


ROSE Is Nominated for Two Webby Awards

ROSE is Nominated For Best Augmented Reality: Advertising, Media & PR and Best Retail & Shopping: Metaverse, Immersive & Virtual in the 27th Annual Webby Awards! You can help us win by voting online at vote.webbyawards.com from now until April 20th! “Nominees like ROSE are setting the standard for innovation and creativity on the Internet,” said Claire Graves, President of The Webby Awards. “It is an incredible achievement to be selected among the best from the nearly 14,000 entries we received this year.”  


At ROSE we specialize in using augmented reality to help brands engage and delight their customers. We are a New York-based team of technologists, designers, engineers, strategists, thinkers, researchers, and doers. We share a deep-seated belief that the path to unlocking and re-imagining the future lies in applying emerging technologies creatively to critical business needs. ROSE is so honored that the Webby’s has recognized our creativity and hard work through two nominations at the 27th annual awards. Both our Bloomingdale’s 150th Anniversary AR Catalog and Immersive AR Tour of the Miami Design District were challenging but exciting projects to work on that we are so proud of. We hope you enjoy learning about these projects and would greatly appreciate your vote.

Bloomingdale’s 150th Anniversary AR Catalog – Best Augmented Reality: Advertising, Media & PR

In honor of their 150th anniversary, Bloomingdales’ wanted to create an immersive experience to go along with their catalog of exclusive looks. Using augmented reality, we made it possible for users to see 14 of the looks in their own space, in-store, and alongside the catalog.           


Customers can scan AR enabled looks within the catalog to see how they look and move in real life, not to mention click to purchase inside the experience. This experience has led to a +22% conversion rate to shop and a +38% engagement rate.


Immersive AR Tour of the Miami Design District – Best Retail & Shopping: Metaverse, Immersive & Virtual

In partnership with the Miami Design District, Mastercard™ has provided cardholders with a #Priceless tour of the area. ROSE created the immersive experience to bring seven key pieces from the district to the user’s own space. With this partnership, cardholders are given the exclusive opportunity to go through this immersive view of the Miami Design District’s collection.            This experience can be viewed by Mastercard™ cardholders HERE. VIEW THE VIDEO  Using their mobile device, Mastercard™ cardholders can choose where to start their tour via an AR art installation at the start of the experience. Once a piece is selected, users are transported to the Miami Design District and can experience a 360-view of the selected art pieces. Upon entering each portal, users will be able to learn about each piece through audio and written descriptions. Users are able to walk around these pieces by tapping or walking towards designated hotspots. This experience had an average engagement time of 1 minute and 40 seconds. Featured works include Interdimensional Portal by Criola, Buckminster Fuller’s Fly’s Eye Dome, John Baldessari’s Fun Mural (Part 1), Wall Drawing #1138 by Sol LeWitt, Virgil Abloh’s Dollar a Gallon III, Standing Julian by Urs Fischer, and Jana Euler’s Two Brides.




Hailed as the “Internet’s highest honor” by The New York Times, The Webby Awards is the leading international awards organization honoring excellence on the Internet, including Websites and Mobile Sites; Video; Advertising, Media and PR; Apps, dApps & Software, Social; Podcasts; Games and Metaverse, Immersive & Virtual. Established in 1996, The Webby Awards received nearly 14,000 entries from all 50 states and over 70 countries worldwide this year. Winners will be announced on Tuesday, April 25, 2023, and honored in a star-studded show at Cipriani Wall Street. Winners will have an opportunity to deliver one of The Webby Awards’ famous 5-Word Speeches. Past 5-Word Speeches include: Steve Wilhite’s “It’s Pronounced “Jif” not ‘Gif’; NASA’s “Houston We Have A Webby”; and Drew Barrymore’s “Social Media’s a Wild Ride.” The Webby Awards are presented by the International Academy of Digital Arts and Sciences (IADAS). IADAS, which nominates and selects, The Webby Award Winners are comprised of Internet industry experts including Questlove, DJ and Producer; Tan France, Fashion Designer, Television Personality & Author; Natalie Guzman, Co-President & CMO, Savage X Fenty; Werner Vogels CTO, Amazon; Roxanne Gay, Host, The Roxanne Gay Agenda; Quinta Brunson, Writer, Director and Actor; Ziwe Fumudoh, Comedian and Writer; Reshma Saujani, Founder, Girls Who Code; LeVar Burton, Actor, Podcaster and TV Host; Andy Slavit, Host, In The Bubble; Takashi Murakami, Artist; Samantha Bee, Comedian; and Tracy Chou, Founder & CEO, Block Party. Sponsors and Partners of The Webby Awards include WP Engine, Canva, Verizon, Omidyar Network, NAACP, KPMG, Wall Street Journal, Podcast Movement, All Tech is Human, and AIGA.

What Is Extended Reality?

Extended Reality (XR) is one of the many “-R” abbreviations used in the immersive technology space these days. With so many similar terms floating around, it’s easy to get confused. Fortunately, “XR” is a sort of umbrella term that probably includes any other “-R” term out there.  

What Is XR?

The difficulty with the definitions comes from the “X.” Depending on who you ask, it might not stand for anything. Some people use it as a placeholder, like a variable in a math problem. Some even pronounce “XR” as “X Reality.” Others use XR not to mean “any reality” but to mean “all reality” for example to discuss immersive technology generally rather than one at a time. People in this camp are more likely to say “XR” as “Extended Reality.” People have their preferences between the two “XR” uses but both can be handy in different situations depending on what you’re talking about.  A lot of companies getting into immersive activations want to do it because they’re flashy. They might know that they want to do something with immersive technology but might not know whether they want to use AR, VR, or MR. Here the first use, X Reality, can be fitting because they’ll only use one form of immersive technology but they don’t know which one. A lot of academics, journalists, and technologists use “XR” as “Extended Reality” because they’re not just talking about AR or MR or VR – they’re talking about all of these technologies at once. This use is particularly helpful when talking about solutions like Varjo Reality Cloud which operates more like AR for an on-site user and more like VR for remote users. So, what are the differences between the other R terms? Why might it or might it not be important to specify how they are being grouped?  

The “-R” Abbreviations in Immersive Technology

VR, AR, MR – in all of those familiar abbreviations the “R” stands for “reality” and that’s true for “XR” as well. But, with XR being an umbrella term, it’s easier to understand if you also have a firm grasp on the other Rs as well.

AR – Augmented Reality

Augmented reality places virtual elements into a user’s view of their physical surroundings using a camera and either a transparent lens or a live-view of a camera feed often through a mobile phone. Most modern virtual reality headsets have a similar function called “passthrough” but this particular technology is still largely experimental except on professional-grade devices. The virtual elements in augmented reality activations aren’t usually responsive – they add value to the user’s surroundings, or the user’s surroundings add impact to the virtual elements. For example, in the AR lookbook that ROSE developed with KHAITE, users could see models walking in their actual surroundings or view virtual representations of items in their own homes.

MR – Mixed Reality

Mixed reality is similar to augmented reality in that it all starts with the user’s environment. However, the virtual elements in an MR experience are much more intelligent and interactive. They may interact believably with one another or with the environment. They may also collect and display information on the environment from connected devices or onboard sensors. Mixed reality requires a lot more computing power both to drive the interactive virtual elements and to display them in a meaningful way. As a result, most mixed reality experiences are made available exclusively on dedicated mixed reality devices like Magic Leap or Microsoft’s HoloLens. GigXR’s Insight series with ANIMA RES uses a HoloLens headset to display detailed and interactive anatomy models in a healthcare and education solution. If more than one person has a Hololens they can both join that session, or one presenter with a headset can stream or record a session to remote users without access to headsets.

VR – Virtual Reality

Virtual Reality is entirely virtual. The user’s natural field of view is entirely replaced by computer-rendered settings and elements, potentially including other users represented as avatars. That doesn’t mean that everything in a VR experience has to be built from the ground up. For example, products like Microsoft Mesh can place a live volumetric capture of an individual within a virtually constructed environment. Similarly, some VR experiences take place within 3D images or videos. VR is popular in gaming and social applications but is also used for remote collaboration, design, and training. In fact, 3lb XR and 3lb Games design enterprise training simulations and other solutions as well as games, cross-pollinating one another to make intuitive and immersive enterprise solutions as well as fun and challenging entertainment experiences.

The Acronym of Possibilities

Whether XR means one unspecified form of immersive technology or all forms of immersive technology together depends on who uses it and in what context. It’s also one of those terms that end users of the technology don’t really use at all – it’s primarily used at a relatively higher level of discourse. With this knowledge, you’ll probably be able to tease out what someone means when they say “XR” and if you don’t it’s okay to ask them to clarify. This is an emerging technology with an emerging dictionary of terms and everyone being on the same page is more important than appearing to understand nuanced specialist terminology.

Why is AR So Appealing to Marketers?

Augmented Reality is often touted as a user-friendly and efficient way to bring brands to consumers. However, due to the shock value of the still nascent technology and the engagement of a well-designed experience, AR can also be a great way to bring consumers into your brand.  

Augmented Experiences – Not Augmented Ads

Augmented Reality (AR) technology uses digital elements superimposed over a user’s live camera feed. Because most modern smartphones can run most AR experiences, just about everyone has access to AR content. That’s a powerful tool for companies looking to grow their brands. “Currently, for brands using AR to sell goods, it is quite common to use the technology to digitally place real-world items in the user’s environment. While this is a good application of the technology, brands would be mistaken to stop just there. With a bit more imagination AR can be used to create an experience that has a much more emotional impact on the user.” Because AR relies on the view of the user’s physical surroundings, including the objects, people, and settings that are meaningful to them, AR experiences are inherently personal in a way that no other medium is. This is helpful because a strong brand isn’t just about “stuff” either. Bridging physical and digital experiences can help to convey values that aren’t just material. Often, the most successful branded activations aren’t about selling things at all. Rather, experiential AR is about communicating with people on a personal level by letting them explore the world around them through the window of augmented reality.  

Experience Something New

Because AR is an emerging technology, we can limit ourselves by thinking about it as strictly a way to experience futuristic applications. AR can also allow users to put themselves in the past or experience another place as it is today. For brands that have long histories or a far reach, this can be a surprisingly impactful way to engage your community.

Step Into a Memory

Martin was an iconic sitcom that ran from 1992 to 1997. The show opened to cast members posing and dancing infront of solid color backgrounds and their names in the show’s memorable font. This unique and memorable piece of television history was begging to get an AR twist. In 2022, the surviving cast members reunited on BET+ to celebrate the 30th anniversary of the show’s premiere. At the event, visitors had access to a screen where they could dance and pose to have the magic of AR place them into the show’s familiar opening. They could then keep and share the clips, or edit them together to make their own show openings. Fans of the series were already excited to be at the reunion, which was its own piece of Martin history. However, the AR experience allowed them to be more than viewers of an event. They were able to participate in the show’s history in a unique and memorable way.

Visit Miami Without Leaving Home

Priceless” is a promotional initiative for MasterCard holders, giving them access to membership perks including online experiences. These experiences are increasingly taking place in Augmented Reality. MasterCard recently worked with ROSE and 8th Wall to create an AR tour of artwork in Miami’s Design District. In this window to another world experience, the user’s phone became their ticket to a guided tour of the renowned art installations.  Touchscreen navigation even allowed Priceless members to move around the artwork to see them from any angle in their 360-degree virtual view just as they would if touring the Design District in person. A plane ticket to the same experience in person would have been a hefty gift from MasterCard and a hefty commitment from card holders, but the AR experience was achievable for both.  

See Yourself Differently

In the Martin example, the background was all that was augmented and the people stayed the same. However, AR filters and lenses – the joy of modern social media – can help viewers see themselves in new ways as well.   Using AR for social media marketing is also a good business strategy. Social media users use the platform to share their lives with their friends as well as to share in the lives of their friends. A well-designed AR experience can bring viewers into your brand but viewers are also more likely to share their experiences with their own followings.

Enter the Maddenverse

Clothing company Steve Madden already has a strong conventional social media strategy, which encourages customers to tag the company in social media posts that feature themselves wearing Steve Madden apparel. The company can then feature these customers’ user-generated content on its own social media platforms and website, both of which provide purchase options. In 2021, the company decided to get more immersive in their social media campaigns and launched “the Maddenverse.” For one activation, the company worked with ROSE to produce an AR filter for Instagram that turned user selfies into avatars of Steve Madden models. Users were again encouraged to share the images and tag the company’s profile. Like the Martin experience, this Maddenverse activation didn’t cost any money for users or make any money for the company. That wasn’t the point. Rather, the experience allowed fans to express their brand support in a new and fun way, growing their loyalty to the brand while also encouraging them to put the brand in front of their own social media followings. In just one week, almost 18,000 people used the filter to create personalized AR images of themselves in the Maddenverse. The users sharing those images resulted in a total 675,000 impressions in the first week. This illustrates the kind of scale that using AR for social media marketing can achieve when users are encouraged to share their creations with others.  

Give Your Audience Whatever They Want

Customers aren’t just customers anymore. They can be your audience, but they can also be creators working in a sort of partnership as casual ambassadors for your brand. This has huge potential, but it will only work if you cultivate a meaningful relationship with them. Experiential AR and using AR on social media can help to remind your audience why they’re passionate about your brand and it can allow them to express that passion to others. But it  may mean rethinking what you want to give your community and what your community wants from your brand, other than just a purchasable product.

Giving the Gift of AR this Holiday Season

Some people can be hard to shop for. There are two great ways to get around this problem.  The first is to give them something completely unique and personal to them. The second is to give them something that you already know that they love but give it to them in a unique way. Augmented Reality can be an exciting and unexpected way to explore either of these approaches.  

Isn’t VR cooler?

There’s a lot of hype around virtual reality right now – and with good reason. However, virtual reality (in addition to requiring more robust hardware) means that everything is digital. That means that everything has to be created. Items, landscapes, maybe even representations of other users. That takes a lot of time, effort, and money. Augmented reality primarily uses a person’s physical surroundings, with a couple of changes brought to you by creative technologists. That means that a single item, character, or special effect can create a completely unique experience without needing to reinvent the wheel – and everything else – on a computer.  

AR: The Gift That Keeps on Giving

What’s more than all of that, AR draws on the viewer’s connection to their physical environment. It uses computer magic to bring a little something extra to the way that they experience the places, items, and even people that they already love. That brings us back to using AR to solve tricky problems on your holiday gift list. 

Give Something Truly Unique

Everything experienced in AR is completely unique to the viewer because what is going on in the camera feed is going to be different every time. No matter how special the experience is, the physical setting where the user chooses to launch that experience makes it even more personal and meaningful. ROSE created a virtual model of the real-life Edmund Pettus Bridge for an educational AR experience that viewers could visit from anywhere in the world. Some chose to go through the experience wherever it was convenient or practical for them. But, users can also choose to place the experience in an area that has emotional significance to them. A complete experience may be difficult to give as a gift. It is possible for you to create a one-of-a-kind AR item. That could be an object or character that only exists in the digital world. It could also be a 3D model of a physical object with a special significance to the friend or loved one to whom you present it. The great thing about digital objects is that they don’t have to exist in one format. While you might choose a special experience for the initial gifting, consider giving the file of the object itself as part of the gift. That way, the receiver can take their digital object or character with them into other virtual worlds and digital experiences.

Give Something Physical – but Augment it

Some augmented reality experiences originate in the digital world and project out into the environment, like the digital objects that we were just talking about. Other augmented reality experiences start with a physical object that computer magic only enhances. In this way, you can give a “normal” gift that stands out a lot more. Patrón’s digital wrapping project took a bottle and some care to create a magical holiday gift Gifters created a personalized virtual wrapping for a Patrón bottle, including photographs, text messages, and other AR customizations. As a result, the end gift wasn’t “just a bottle of liquor,” it was a meaningful and personal one-of-a-kind experience – through the magic of AR.

Get Really Creative

Some AR gifts combine everything that we’ve talked about: a digitally-enabled personal experience, a virtual object, and a physical object with augmented value.  The adidas DEERUPT sneaker launch involved a physical box that appeared empty. Inside of that box was a grid that served as a target for a social media-friendly AR version of the shoe. This allowed fans to enjoy a product “unboxing” before the shoe was physically available. Giving a gift like this allowed a special early opening of a product naturally followed by the object itself. It’s not every day that a company does something like a virtual unboxing. However, you can apply this idea to your own gifts. Give someone a marker that launches an AR experience, even a simple one, while the “real” gift is something much bigger. That could be an item that hasn’t arrived yet, a trip someplace special, anything that you can think of. You can also use AR to let your friend or family member choose their own gift. Fashion brand KHAITE partnered with ROSE to bring models and fashions into a user’s home using augmented reality. Users got to see a personalized fashion show in their own chosen environment – and then had the option to buy the fashions that they viewed.  

Think Outside the Box

This article has provided a few ideas and a few examples. But, no article could capture all of the possibilities that AR presents for gift giving. In part, that’s because AR allows us to think outside of the box – or any other physical constraints. So, let your imagination run wild.  Freely available AR object and experience building platforms are proliferating but still require a certain amount of skill. So, this article has included links to sites that you can use to have an expert help you create a digital item or experience of your own. You can also keep an eye out for ready-made experiences from brands who are increasingly using AR in creative ways.