IMMERSIVE EXPERIENCE: Bridgerton Star Kathryn Drysdale provides the voiceover for In a Mayfair Fashion (Image: Alex Maguire)
An exciting new experience is on offer for visitors to Mayfair, London this summer. In a Mayfair Fashion is an augmented reality experience, led by Bridgerton star Kathryn Drysdale, that invites visitors to travel back in time to one of the most fabulously fashionable neighborhoods in the world.
People can tour Mayfair by pointing their phones at its world-famous hotels, townhouses, public spaces, gardens and squares to uncover secret stories from duels between dukes to the origins of the Queen’s wedding flowers.
QR codes across Mayfair guide visitors to an interactive web-based map showing the location of seven augmented reality experiences that reveal secrets of Mayfair’s fashionable past.
Once users arrive at AR locations, they can launch the immersive experiences that overlay archival images and video from the past onto today’s locations, transporting the viewer back in time.
Once scanned, an interactive web map is launched and fashion fans can then click to reveal what happened in that space; who was where and how it all came together to build Mayfair’s reputation as one of the liveliest places in London.
Well known for her character’s fashion flair, Kathryn Drysdale of Netflix’s hit Bridgerton, tells the stories of London’s iconic locations. Like her Bridgerton character Madame Delacroix, Kathryn shares an interest in fashion, design and the secrets of Mayfair.
There are seven locations in total waiting to reveal their secrets. Highlights include the Connaught Hotel, Browns Brook Street and Mercato Mayfair.
The tour begins in Grosvenor Square, the home of the Bridgerton family and a place where Mayfair’s high society can see and be seen. Kathryn tells listeners about the 18th century elite, who brought their entire household and custom cars into the townhouses of the square for the season.
At the Connaught Hotel, users can line up a silhouette on their mobile camera with the hotel’s grand entrance.
Once in place, the view reveals what the hotel looked like in 1911 when it opened. Kathryn informs visitors of the pivotal role she played in Mayfair’s social season and the glamorous balls and parties that kept the wheels of the wedding market turning.
At Mercato Mayfair, users can view footage of high society weddings that took place in the building when it was originally a church used by well-known aristocratic families. The archive video shows the jubilant celebrations of the Earl of Harewood (cousin of Queen Elizabeth II) marrying musician Marion Stein.
For those unable to visit Mayfair themselves, a desktop experience allows users to learn its history from a distance. Clicking on hotspots on the map will allow people to listen to the audio tour and see AR experiences as if they were there.
Mayfair’s shops and restaurants join the celebrations with a range of offers and experiences for visitors to the circuit. These include a meal deal from the Mercato Mayfair Gourmet Market, a special 10% discount on items purchased from luxury bodycare brand Bamford, fashion favorites J&M Davidson and super stylists Duck and Dry, as well only free champagne at jeweler Annoushka and Duck and Dry.
The AR tour and experience was created and built by AR technology company Darabase and will be available until September 30.
Kathryn Drysdale said: “It was so exciting to be part of the In a Mayfair Fashion Tour and help tell the stories of this part of London that I absolutely adore. Mayfair has such a rich and glamorous history and this project will truly allow visitors to dive into a nostalgic world of balls, fabulous parties and high society weddings, whilst allowing them to make the most of today’s fun and exciting scene. Mayfair fashion.
For more on the event and Mayfair’s summer schedule, click here or follow us on Instagram.
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