The Vogue Mixed Reality Experience


Behind every style is a pattern. For Vogue, the grid is flexible yet continuously fashionable.

User Persona

Meet Jay Crew

Adventurous and independent individual in his early twenties. Reads Vogue due to his interest in the arts. Jay purchases his monthly issue at the airport, where he then reads the magazine from back to front during his flight from Los Angeles to Nairobi. Jay primarily looks at the advertisements and enjoys the tableau-vivant of each advertisement. Jay has experienced VR in many Art Museums around the world.

How Jay has interacted with Vogue previously

For Jay, being a routine reader of Vogue makes him familiar with the publication’s overall evolution. He is an avid reader of the traditional print edition of Vogue magazine and is occassionally exposed to Vogue's online content throgh their website and social media. As a member of the arts, Jay enjoys the commitment that the printed page conveys and finds himself often more interested in the graphic quality of an advertisement or insert more than the content of the magazine. Jay is accepting and open to new mediums yet is a traditionalist in many of the experiences in which he chooses to take part.

How Jay became an (MR) user

For Vogue, expanding into VR as a medium is intended for long term use with each future issue of the magazine. VR is being adopted by Vogue as an alternative format for print and 2-D web. With the branded cardboard headset, users are able to view each issue in VR so that the tableau-vivant that the user’s love is even more immersive than the ever-beloved print edition of Vogue. Jay came into contact with Vogue VR through a full-spread advertisement in last month’s issue of Vogue. Today, however, a display at Hudson News in LAX featured the branded headsets. On the next flight, Jay kept up with his interests through the new enveloping medium that is VR.

The Virtual Reality Experience

The Vogue Virtual Reality experience is intended to be an alternate viewing format for the traditional printed edition. The same text content, imagery, and content are all available in the virtual spaces and can be autopopulated from Vogue's existing content management system.

Translating the Grid to Virtual Reality

Similar to the grid of the printed edition, the VR grid is intended to be used regardless of the issue's content. By choosing an easily reusable grid for the VR layout, updating the VR content can be done automatically in a similar manner as a website template.


The Augmented Reality Accompaniment

The Augmented Reality Accompaniment is intended to offer a sneak preview of the following month's issue. The current issue cover can be used as a tracker. When used with the Augment app, next month's issue of Vogue will "magically" appear instead of the cover of this month's issue.

Translating the Grid to Augmented Reality

After analyzing the grid of Vogue magazine, the two primary components are a central column and left column where simple typographic hierarchies give nod to the contents of the issue. The type is in the same color palette of the image, no text covers the face of the model.

In this augmented cover, the left column grid is used with the primary logomark. This is easily recognizable as an edition of Vogue yet due to the modern technology of (MR), will be an entirely new experience for the viewer.

Skills Learned

During this project, I was able to be exposed to a number of skills that I had never had the opportunity to try out before. These skills include but are not limited to: 3D modeling, A-Frame markup, WebVR interactivity, Alpha Stenciling in Premier Pro, photography with spherical cameras, spherical composition, and AR with Augment.