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Holition, an expert in advanced technology and augmented reality specialist Holition has launched HolitionTR, a new division specifically dedicated to supporting the travel retail market. The launch was announced in Singapore at the TFWA 2012 trade fair.

At the event, Holition CEO Jonathan Chippindale discussed the power of technology to transform inflight and duty free retail through a new kind of experience that leverages 3D technology in airport environments and prior/post travel. “Holition is interested in exploring how technology can provide brands and operators with powerful new digital tools to dramatically increase consumer engagement and drive sales,” Chippindale said.

HolitionTR is a joint venture with McG Consultants, and Richard McGratty, HolitionTR’s Managing Director, brings to the project his extensive knowledge of the travel retail market. McGratty believes the potential is huge.

“HolitionTR provides an unprecedented opportunity for brands and operators, as can be seen from our initial conversations with all sectors of travel retail including airlines, operators and brands, all of whom see the potential for a positive and practical solution to digital marketing and sales,” McGratty says. Holition has developed a unique 3D augmented reality application for use online, in-store and through mobile apps. Its objective is to capture the passenger’s attention at strategic locations and to advertise and encourage sales, both inflight and in the lounges. Augmented reality solutions can be used both in the airport and on board, bringing audiences closer to the brands.

Holition is the leading provider of online interactive marketing and retail solutions to clients across the luxury goods sector. Holition’s client list includes Dunhill, De Beers, Garrard, Tissot, Forevermark, Tacori, TAG Heuer and Boucheron, many of them global leaders in travel retail.

Holition is already reaching a global market, as seen in Dunhill’s theatrical fashion show held March 16 in Shanghai. Holition was tasked with simulating all four seasons, composed over a single day, whilst 64 Asian models showcased luxury fashion as if they were standing in a giant snow globe. Over 45,000 hits around the globe have been recorded on You Tube video since the launch.