Dior: Garden of Dreams

Objective

Dior sought to transform the end-of-year luxury gift box experience from a static, photograph-driven product into an immersive digital interaction. The WebAR experience was designed to create pre-unboxing engagement for gift recipients across 14+ countries, setting emotional tone before the physical box arrival.

Solution

A WebAR application accessible through mobile browser (no app download required) that activates when pointed at the Dior gift box. The experience features a particle storm animation, a maze visualization, and three distinct mini-games with custom physics simulations and bespoke audio compositions. Merlin's proprietary Crystal Ball technology dynamically adjusts graphics intensity and particle effects in real-time based on device capabilities, ensuring compatibility from iPhone 8+ (2017) to latest devices. Built on WebAR framework with Google Cloud infrastructure for multi-country scaling and automatic server routing.

Results

Users engaged for a minimum of two minutes with the experience before opening the physical box. The campaign resonated within WebAR communities and sparked conversations, though Dior did not publicly disclose specific metrics (impressions, participation volume, conversion rates, or sales impact).