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Lancome Canada readies virtual photography exhibit

Beauty products maker Lancôme Canada will begin a promotion in Toronto today in conjunction with the 2013 Luminato Festival. The promotion will take the form of an installation called "20 Bloggers for a Rose: The Lancôme Virtual Gallery," located at David Pecaut Square. Visitors to the square during the festival will be able to view photographic work by 20 Canadian beauty, fashion and lifestyle bloggers. However, the images will only be visible via an augmented reality application on a smartphone or tablet. The images will appear in a three-dimensional space to create the shape of a rose. The software will also track movement and direction to form a human heat map in the shape of the company's logo. Lancôme will also be the presenting sponsor of a physical photography exhibition that will be hosted nearby. The promotion was developed by Cundari. "While the initial plan was to use mobile technology to create an engaging experience that built on the Lancôme brand, we felt there was an innovative opportunity to create a world's first experience," said Adrian Capobianco, digital managing director at Cundari. "As far as we know, no one in the world has ever created a branded experience like this."

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