Immertia hologram

Immertia, the Australia-based creative studio which brought us SWIGR, has a new Hologram Concierge concept that links an intelligent holographic assistant to packaging to offer a ‘captivating and futuristic way for customers to interact with products’, it claims. The augmented reality (AR) concept works by scanning the pack with a smartphone camera.

Innovative technology is transforming the packaging industry, so Immertia is introducing an AI-powered concept that turns ordinary product packaging into an interactive experience for consumers. This ‘ground-breaking’ concept links an intelligent holographic assistant to packaging, offering a captivating and futuristic way for customers to interact with products, it says.

When a consumer scans the product packaging with their smartphone camera, the Hologram Concierge activates a lifelike, three-dimensional holographic assistant that seems to emerge from within the product itself. The holographic assistant, which is powered by AR, takes center stage, replacing the front panel and contents of the package, engaging the consumer with a visually immersive experience.

In this interactive encounter, the AR image generated can provide detailed information about the brand and about the product. The holographic assistant is not limited to a static appearance; it dynamically moves and gestures, creating a sense of realism and engagement, according to the company. The surrounding environment is also transformed, with clickable virtual links and three-dimensional content appearing to float in mid-air, providing a ‘mesmerizing’ experience for consumers.

Dave Chaffey , managing director of Immertia, is excited about the potential applications in the packaging industry. “The response to the concept has been overwhelmingly positive. This technology will revolutionize how the packaging industry engages with consumers, offering interactive and immersive experiences that are bound to capture attention.”

Chaffey highlights the opportunities for packaging manufacturers. “The Hologram Concierge allows packaging manufacturers to introduce an additional layer of interaction, enabling brands to share more information, showcase complementary products, and offer engaging content. It’s a powerful way to increase customer engagement and drive sales. It has the potential to transform the way packaging manufacturers think about product and information delivery. It’s a new frontier for brand engagement and consumer interaction,” he adds.

Discussing the positive impact on the industry, Chaffey says, “As the packaging industry adopts this technology, we can expect to see a surge in innovative designs and improved functionality that will elevate the entire sector. This is a chance for packaging manufacturers to differentiate themselves and stay ahead of the curve.”

The Immertia team is now working on integrating two prototype technologies to create a human concierge that answers product-related questions in real-time. This development promises to usher in a new era of conversational commerce, with real-time content streaming from product manufacturers, enhancing trust and credibility with consumers, say the developer.

Chaffey emphasizes the significance of the hologram concierge for the packaging industry: “This technology is a game-changer for packaging manufacturers, offering them an opportunity to deliver added value to their clients and differentiate themselves in a competitive market.”

The company is currently rolling out the technology to packaging manufacturers, marketing agencies, and consumer goods brands. A demonstration can be viewed on the Immertia website.

This article was created in collaboration with AIPIA (the Active and Intelligent Packaging Industry Association). For a full update on active and intelligent packaging, come along to the AIPIA World Congress (co-organized by Packaging Europe) in Amsterdam on 14-15 November. The only smart packaging event covering the entire technology spectrum, the World Congress is a meeting place for the global active and intelligent packaging industry where brand owners, innovators, and other stakeholders can network and see and discuss the latest trends and innovations. Register to attend here.