AR and Engaging Packaging

In today’s digital-first world, engaging packaging is evolving, and packaging itself has gone from a static surface into an interactive experience, thanks to the power of Augmented Reality (AR). Brands are now using AR to bring products to life by turning labels and boxes into storytelling platforms, tutorial hubs, and even game portals. When consumers scan packaging with their smartphones, they can unlock everything from animated brand histories to step-by-step usage guides.

This technology adds immediate value, helping shoppers make informed decisions without needing to search through manuals or websites. For instance, brands like L’Oréal use AR for instant beauty tutorials, while 19 Crimes Wine animates historical figures directly on the label. Even after purchase, AR keeps the experience going—Nespresso, for example, offers virtual tours of its coffee farms.

This growing trend of an intersection between tech and consumer goods will be highlighted at Future Festival 2025, the leading future trends event & world summit, where immersive retail experiences take center stage in New York and Toronto. Those interested in how AR and other technologies are redefining consumer engagement, should explore Jennifer Kang’s keynote on the 'Retail Revolution,' which dives into the transformation of packaging, storefronts, and the shopper journey. As brands continue to gamify packaging, the future of retail is becoming more interactive, personalized, and connected than ever before.