Which Reality is Best: AR, VR, MR?

Which Reality is Best: AR, VR, MR?


Start date  : 10 May 2017
Start time  : 07:00 pm
End time  : 09:00 pm
Location  :  ESCP Business School London Campus

The Creativity Marketing Centre (CMC) was delighted to host a fascinating event at the School’s London campus, a roundtable discussing the topic ‘Which Reality is Best: AR, VR, MR?’

There is constant current debate surrounding the tipping point of mainstream adoption and future potential of AR, VR and MR (Harvard Business Review 2017, Forbes 2016, Financial Times 2017).

The main aim of this event was to enlighten the audience as to the differential characteristics of each technological reality. The presentations and panel discussions identified the strengths and weaknesses of AR, VR and MR and talked through case studies for each. Representing the AR field was Holition a hybrid creative technology agency who have is history of AR projects with Uniqlo, Debeers, BMW, Charlotte Tilbury and Rimmel.

Interactive demonstrations of each type of technology were planned, event participants personally experienced the differences between each solution.

Speakers included:

  • Jonathan Chippindale, CEO, Holition
  • James E Marks, Experimental New Media Provocateur
  • Christophe Mallet, Co-Founder, Somewhere Else
  • Laurence Chater, Director, Producer, Editor, and Education Specialist



Our Speakers

Jonathan Chippindale, CEO @Holition

Jonathan Chippindale is Chief Executive and a Co-Founder of Holition. Formed as a venture start-up to explore and expand the role that technological innovation can play in communicating with today’s new digital consumer, Holition is a synthesis of luxury marketers, retail specialists and cutting edge leaders in innovative and emerging digital technology. They craft premium digital experiences and specialise in Augmented Reality (AR) for pioneering luxury, fashion and beauty organisations including Richemont, LVMH, Kering, Uniqlo, Coty Inc and Swatch Group. Jonathan is an External Industry Advisor and Visiting Lecturer at Central St Martins and the British School of Fashion, a member of the London College of Fashion Digital Think Tank, as well as advisor to the University of Cambridge Digital Compass.

James E Marks @jamesemarks

James E. Marks is an experimental new media provocateur. Often described as ‘transformative tech tinkerer’, a creator of award-winning social video edutainment, and maker of immersive mixed and virtual reality experiences. With over 20 years of hands-on collaborations with alternative, pop culture branded and unbranded entertainment. James is SVP / Head of UK Operations for DoubleMe, a Silicon Valley transformative tech start-up that’s pushing the boundaries of holographic mixed reality (MR), as well as the founder of PsychFi Lab & HACKSTOCK Festival. At PsychFi, he collaborates with the biggest social video & moving image artists, exploring immersive tech, psychology, psychedelia, sci-fi and pop culture Lumen Prize Int, Selection Committee, Member, Judge, Honoree, Shortlisted – The Webby Awards / Lovie Awards (IADAS) The International Academy of Digital Arts and Sciences.

Christophe Mallet @monsieurmallet

A VR believer, entrepreneur and experienced social media & digital strategist with a background in both the music and management consulting industries.
Christophe has co-founded Somewhere Else; a creative agency specialised in immersive technologies (AR/VR/MR). It exists to partner with brands, agencies and innovators to help them navigate and reach their full potential in the Age of Experience.

Laurence Chater @laurence_Chater

Director, producer, editor, and education specialist. Laurence is currently freelance. Previously he was a Producer at Room One (roomone.com) where he worked on a number of creative VR projects including the development of the recently released VR Opto headset software. Education Coordinator for Broken Hearted Youth (brokenheartedyouth.com).