Category
Tech
Delegated Interfaces
Trend cluster
Category
Virtual
Party
The traditional nightlife experience is enhanced through AR and VR.
4.4
Trend score
Trend
What is the Virtual Party trend?
Virtual Party: Everyday use of augmented and virtual reality technologies has yet to be perfected, especially within a context that seems organic and genuinely enhances an existing experience. Nightlife is the perfect platform for the growth of this technology as it is already based in escapism and experience. Converging the worlds of leisure and experiential technology creates a new category of entertainment that goes beyond the tangible.
Trend themes
Themes within the Virtual Party trend
Three behaviours holding the trend together01
AR and VR in Nightlife
The convergence of AR and VR technology and nightlife experience creates a new category of entertainment that goes beyond the tangible, making possible more immersive and elaborate worlds.
02
VR Branded Storytelling
Virtual reality has become a powerful tool for branded storytelling, providing more elaborate and immersive experiences to consumers.
03
AR Cocktail Menus
Augmented reality cocktail menus enhance the experience of choosing and drinking cocktails, providing a more artistic and interactive menu that immerses patrons in the themed world of the restaurant or bar.
Industry implications
What the Virtual Party trend means for industry
Where the trend changes the playbookFor
Nightlife and Entertainment
AR and VR technology, new immersive experiences and branded storytelling are disrupting the traditional nightlife industry, providing more elaborate and immersive experiences that go beyond the tangible.
For
Marketing and Advertising
VR branded storytelling is disrupting the traditional marketing and advertising industry, providing more elaborate and immersive experiences to consumers, and enhancing brand storytelling.
For
Food and Beverage Industry
AR cocktail menus are disrupting the traditional menu experience in the food and beverage industry, providing a more artistic and interactive menu that immerses patrons in the themed world of the restaurant or bar, and enhances the overall experience.
Workshop question
What is an existing part of your brand, product, or experience that could be organically enhanced through use of technology?
Trend signals
Trend signals for Virtual Party
Trend score 4.4 out of 10, from popularity 65%, activity 60%, freshness 8%.
Popularity65%
Activity60%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Virtual Party trend
4 featured examples from Aug 13, 2016 to Apr 26, 2017CategoryLifestyle
AR Cocktail Menus
City Social's 'Mirage' is the World's First Augmented Reality Cocktail Menu
The hospitality industry can leverage augmented reality cocktail menus to enhance customer satisfaction, create memorable experiences, and attract new customers.
CategoryMarketing
Historic Rum Pop-Ups
The 'Casa Havana' Club Pop-Up Features a VR Storytelling Experience
Creating unique dining experiences can set brands apart in the competitive food and beverage industry.
CategoryTech
VR DJ Sets
Boiler Room has Released 'VR Dancefloors: Techno in Berlin' Using Google Daydream
Disruptive innovation opportunity for music streaming platforms to incorporate virtual reality experiences and expand their user base.
CategoryLifestyle
Pop-Up VR Bars
The House of Peroni Event Featured Immersive Works of Art
The hospitality industry could incorporate Virtual Reality Pop-Up Bars as a new way to enhance customer experience and provide interactive events and provide customized cocktails…
