HOLOGRAPHIC TECHNOLOGY IS ABOUT TO ENTER MASS ADOPTION. SOME APPLICATIONS ARE ALREADY AVAILABLE IN THE INDUSTRIAL WORLD AND ARE REVOLUTIONIZING THE WAY PEOPLE INTERACT REMOTELY
THE METAVERSE BECOMES REAL WITH HOLOGRAMS BY
I
D O ME N I C O
M ATA R A ZZO
WC Schaffhausen is a leading maker of luxury watches for people that like adventures, freedom, and emotions. Not surprisingly, some of the people that wear, and are testimonials, for the brand, include F1 champion Lewis Hamilton, NFL superstar Tom Brady and an elite number of upscale professionals who share a passion for adventure. For IWC, like for many luxury brands, China represents a huge market and one of the opportunities that the company has to meet with the customers is through the Watches and Wonders Show in Shanghai, one of the leading trade shows for luxury products. Christoph Grainger-Herr is the CEO of IWC Schaffhausen and for the 2020 edition of the show, he scheduled a press conference to introduce the new models. The scheduling happened before the pandemic disrupted the travelling plans of businessmen around the globe, including the IWC CEO. Yet, on the day of the conference, the CEO was standing in what can be compared to a modern phone booth, glass-walled and lit up with an intense white light. Around him were attendees of the trade show listening, taking pictures, and admiring the new watches. A closer look at the man speaking from inside the box, however, would have revealed that the person talking was not a physical body, but a very realistic hologram. What came to the trade
GAMES & PARKS INDUSTRY / FEBRUARY 2022
La tecnologia olografica sta per entrare nel mercato di massa. Alcune applicazioni sono già disponibili nel settore industriale e stanno rivoluzionando il modo in cui le persone interagiscono a distanza CON GLI OLOGRAMMI IL METAVERSO DIVENTA REALTÀ IWC Schaffhausen è un produttore leader di orologi di lusso pensati per chi ama l’avventura, la libertà e le emozioni. Non sorprende che tra coloro che lo indossano, nonché testimonial del brand, ci siano fra gli altri il campione di F1 Lewis Hamilton, la superstar della NFL (la lega di football americano) Tom Brady e svariati professionisti di alto livello che condividono la passione per l’avventura. Per IWC, come per molti altri marchi del lusso, la Cina rappresenta un mercato enorme e una delle opportunità che l’azienda ha per incontrare i clienti è attraverso il Watches and Wonders Show di Shanghai, una delle principali fiere dedicate ai prodotti di lusso. Christoph Grainger-Herr è il CEO di IWC Schaf-
