Digital Transformation

Elmwood bets big on AR and VR experiences with Framework Creative buyout

By John Glenday | Reporter

February 13, 2018 | 3 min read

Brand design consultancy Elmwood has bolstered its digital design credentials with the buy out of Framework Creative, specialists in the creation of simulated AR and VR brand experiences.

Founded by Roddy Robertson and Sam Fazakerley Framework Creative specialises in design for digital and immersive technology, serving clients such as Ikea, Virgin Holidays and Dell directly as well as through other agencies.


Elmwood bets big on AR & VR experiences with Framework Creative buy out

Steve Gatfield, chairman of Elmwood said: “AR and VR are the new frontiers of immersive experience. Adoption of AR alone is expected to grow to over 2 billion users by 2020. As designers of brand meaning we are hungry to harness their immense potential to redimensionalise experience and deepen engagement, especially as physical products transform into interactive media.

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“The impact of AR and VR on product utility and memorability will transform the scope to design in new levels of engagement that can shape a brands iconic status"

Framework Creative will continue to operate as a standalone business under the umbrella of Elmwood’s London studio.

The move follows the emergence of Elmwood 3.0 following the appointment of Steve Gatfield as group chairman of the global brand design consultancy.

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