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World’s most authoritative luxury title launches free ‘virtual reality’ app in Australia

March 11, 2017 Apps No Comments Email Email

Robb Report Australia, the local edition of the world’s most authoritative magazine title in the luxury market, has launched a new ‘augmented reality’ app to be used in tandem with its digital and print editions. The app – called The Experience – is designed to enhance the sensory dimension to the print title through a digital experience.

Launched in October 2016, Robb Report Australia is the 17th international edition of Robb Report, which boasts a 40-year heritage in the global market. The Australian edition celebrates the craftsmanship and soul that distinguishes the luxury experience, and provides discerning readers with news of the finest cars, yachts, watches, wines, fashions, hotels and dining – produced and curated from an Australian perspective.

‘The Experience’ app brings the Robb Report Australia print pages to life when a reader hovers a smartphone or tablet over an interactive article or advertising piece and taps ‘scan now’ from the app home page. Exclusive videos, 360° walk-throughs, 3D augmented reality content and bonus material open up for the reader. The Experience will enable readers to see the view from within their dream Ferrari, for instance, select the colour trim, or pull apart the engine to get a better view. Or the creative director behind their favourite luxury brand to ‘virtually’ pop out of an advertisement in a 3D video and describe their product philosophy and the work that went in to creating the latest masterpiece.

Editor-in-Chief of Robb Report Australia, Michael Stahl, said, “Our launch of the app is a response to the growing demand for digital experiences in publishing. By seamlessly integrating our magazine, website and app functions with the latest in digital technology, Robb Report Australia is creating the ultimate luxury experience for readers – and in a unique and more intimate way, transforming the old experience of perusing glossy pages into something that feels real.”

With greater accessibility, enhanced content and interactive editorial and advertising, The Experience offers almost endless creative options. With the right creative, a reader could try on a watch or piece of jewellery.

Since launch, readers have also had access to the digital format magazine through the Robb Report Australia app, available via subscription or as a one-off purchase from the App Store and Google Play.

The current edition, Chinese Annual 2017, is a special bilingual issue celebrating the Year of the Rooster, and the best of Australian property, travel and leisure, including the best golf courses on both sides of the Tasman, the rise of the Gold Coast as a new luxury destination, and the high-end property attracting overseas buyers.

The April edition will be on shelves 27 March 2017.

The Experience is free to download from the App Store or Google Play.

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