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  • Writer's picturePetra Kraft


With augmented reality into a new dimension of digital communication

Augmented Reality Look Book

The important product presentations in the textile business are becoming increasingly digital in the wake of the pandemic. Even in the future, when Corona has lost its explosive power, the enormous surge in technology will enrich events and firmly establish hybrid forms of presentation. What counts is an innovative customer experience. Only when digital and analog come together can the greatest possible potential unfold and the customer journey succeed. To kick off the season, Public Images PR has rethought and launched an innovative presentation concept with the augmented reality technology platform snoopstar.

Time for something new

"On the subject of digital collection presentations, we collected broad and critical feedback from our network at the end of last year. The experiences and assessments were very enriching. The main criticism was that the effectiveness of the work was far too low and that it took up too much of the editors' time," explains Petra Kraft, Managing Director of Public Images GmbH.

For this reason, the agency Public Images, based in Willich near Düsseldorf, rethought the PR concept for the kick-off of the season and launched an innovative presentation concept with the technology platform snoopstar.

The result is a look book with the fashion highlights of the brands from the Public Images portfolio. Combined with snoopstar's augmented reality technology, analog and digital storytelling was combined: The printed Look Book is brought to life with multimedia content, such as short, crisp product and image videos.

Accessible via smartphone using the free snoopstar app, passive product images are transformed into living stories. An "order here" button can be used to directly trigger the order of the photo sample for a shoot.

There are significant advantages for the fashion editor and the stylist. The look book is available in analog and haptic form for an entire season. No time-consuming remote event is necessary for inspiration that is only available at short notice. Always up to date, fresh digital content is available on demand at any time. With the "To go" button in the app, the content can be flexibly "taken along". The user is not forced to constantly hold the device over the print product, but can save the multimedia experience and relive it anywhere.

snoopstar also offers extensive statistics and provides insights and data on topics that have been particularly well received.

Since the Look Book was mailed at the end of May 2021, Public Images has seen nearly 2,000 hits on the brands' videos alone. A print run of 200 copies was sent to an exclusive fashion and lifestyle distributor in the GAS-Region. (PK)


snoopstar, the technology platform for augmented reality, combines analog and digital storytelling and revitalizes print. Magazines, ads, packaging, club cards, bank bills - everything that is printed is brought to life with multimedia content. Founded in 2019, snoopstar was founded by Klaus Finken and Chris Finken, principal shareholders of snoopstar GmbH and managing directors of LSD GmbH & Co. KG. Today's managing director of the technology platform is Bodo Schiefer, and Stefan Herzberg and Uli Veigel sit on the supervisory board. As the only augmented reality platform for brands, snoopstar is part of Deutsche Telekom's TechBoost program and, as a start-up, plays a key role in shaping digital transformation processes. snoopstar serves customers such as ALDI SÜD, Telekom Deutschland, Douglas, GlaxoSmithKline, Bitburger, Kaldewei and many more. In addition, snoopstar licenses the technology as SaaS (Software as a Service) to agencies. There are subsidiaries in Austria, Belgium and the USA.


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