In 2018, Mazarine has produced for the first time an immersive application in augmented reality as an extension to the 360 campaign to celebrate the 50th anniversary of the iconic motif Alhambra. Van Cleef & Arpels has invited a selection of influencers and customers in a garden in Marrakesh to explore the 3 universes created for the occasion – ‘The cat in the tree’, ‘The fish in the pond’ and ‘The clover in the field’ – that came to life in the garden and mingled among the guests thought an iPad screen.
In October 2019, the agency carried on with the development of immersive experiences for Van Cleef and Arpels. As a way of enhancing the existing scenography centered around the watchmaking know-how of the House, Mazarine has imagined an app in augmented reality for iPad, where small butterflies dance around the room. This experience has also been implemented in boutiques in France as well as worldwide.