The Location Based Marketing Association has partnered with Lancome Canada, division of L’Oreal Canada, in creativity for the 7th annual Luminato Festival being presented from June 14 to 20 at David Pecaut Square, Toronto.
At the Luminato Festival Hub, Lancome will present a special project entitled: 20 Bloggers for a Rose: The Lancome Virtual Gallery. It presents a modern twist on the curation of photographic work by some of Canada’s top beauty, fashion and lifestyle bloggers in a virtual gallery installation that will be presented at the Square.
Since 1935, Lancome’s iconic emblem has always been the rose. Analogous to femininity, the rose embodies colour and light, freshness and sensuality, birth and maturity, innocence and passion, emotion and seduction all in one. To celebrate this majestic flower, Lancome has asked 20 of Canada’s top beauty, fashion and lifestyle bloggers to share their personal interpretation in the form of a photograph.
The result is 20 photos presented in a virtual gallery called 20 Bloggers for a Rose: The Lancome Virtual Gallery, which can only been seen with a smartphone at David Pecaut Square during the festival.
At Lancome’s installation, Festival goers will be invited to download a smartphone app (available for iPhone or Android) that was created exclusively for the project to view the gallery. Once downloaded, people will be able to view the gallery virtually mounted in David Pecaut Square on their phone via an augmented reality technology, offering a fun and innovative digital experience.
In addition to the Virtual Gallery, the 20 photos have been purposely distributed in a predefined fashion so that when seen from an aerial view, it creates a map in the shape of a rose, the Lancome logo. While the festival viewers will be interacting with, and sharing the gallery images, the aggregate effect of their engagement over the length of the festival will create the Worlds’ First Human Heatmap Logo.
“This will be the first time a crowd will actually contribute to augmented reality, the result of their activity culminating in a completely new virtual experience,” says Asif Khan, founder and president of The LBMA. “It’s a unique opportunity for festival goers to contribute to the worlds’ first art experience.”
“This project with the Luminato Festival stems from Lancome’s natural passion for the arts,” says Stuart Leitch, general manager for Lancome in Canada. “We see the virtual gallery as an opportunity to combine art, with social media and innovative technology, creating truly unique experience for festival goers.”
The technology for this project was developed by CrowdOptic Inc., leveraging its unique solution for dynamically adapting apps, based on knowing what activities people in a crowd are watching and engaging in. Project management, creative and execution are also being handled by Toronto agency Cundari Group.
“Both Cundari and CrowdOptic are also members of the LBMA and this project represents the essence of what we want from our members – creativity and collaboration,” says Khan.
Founded in 2010, the LBMA is a member-based international trade group focused on promoting the engagement and utilization of location-based and geo-social services by brands, agencies, media companies and telecommunications companies alike. The association currently operates chapters in Toronto, Montreal, New York, San Francisco, Atlanta, Seattle, Amsterdam, London, Berlin and Singapore.