Considering the flashier features of LOrals 352,000 square-foot New York City headquarters a full Essie nail salon and a Hudson River-facing terrace, for instance its easy to walk right past the companys virtual reality room.

It looks like a typical conference room. But the LOral Beauty Lab, as its referred to internally, is stacked with virtual reality glasses and installed with a VR screen that occupies a full floor-to-ceiling space on the wall. Two other screens in the room are used to display 3D modeling demonstrations.

LOral invested a pretty penny in this buzzy technology, but not to woo customers into thinking itscutting edge. (The company wouldnt disclose how much it spent on the screen, but it was enough for visitorsto be warned not to get too near the wall.)

While VR has been prophesied by bullish vendors and big-eyed brands as the next frontier of fashion and beauty, true utility for the technology has failed to materialize on the grand scale. Past attempts include a virtualized runway show at Tommy Hilfigers Manhattan store, which involved a clunky headset, and a Piaget-run polo match that felt like a stretch. In beauty, brands are developing augmented reality tools, VRs close relative, at a breakneck speedto mimic the process of trying on makeup.

But its still yet to be shown that this technology can have a real impact on sales. Manybrands dont even know what to do with the data that results from a VR test, andthe industry is full of skeptics.

Im not a big believer in virtual reality as it relates to retail, said Scott Friend, a managing director at Bain Capital Ventures, in a previousinterview. Maybe it has a place in an industry like gaming, but having seen the best retail VR experience out there, I walked away from it thinking, Why would I ever do this?

In order to drive real use from its in-house VR Beauty Lab, LOral is turning the technology away from consumers, and focusing it instead on internal teams.

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The companys 42 cosmetics, hair-care and skin-care brands are encouraged to use the virtual reality roomin order to drive efficiency and productivity when making decisions around product merchandising, packaging and overall branding. These processes which can take months, from brainstorm to launch can be turned around in a matter of weeks in the Beauty Lab. Thanks to the visuals of the virtual reality and 3D renderings, brands can save money and time on creating prototypes and recreating in-store demos.

Dermablend, a dermatologist-created brand of foundations and concealers, is the first LOral property to test the ways the virtual reality room could change howits lean team of 14 people makes decisions. Malena Higuera, the general manager of Dermablend, said she knew that she wanted the brand to make a strategic and aggressive leap forward in 2017, but the extensive market research required for a total rebranding and package redesign would take too long and cost too much money.

This type of thing takes very complicated, cumbersome and expensive live merchandise demonstrations, said Higuera. But I really wanted my team to be exposed to as much real, potential feedback as we could get.

So Dermablend sent its proposed new packaging design and the rebranding for an in-store display unit to the Beauty Lab, where the packages were rendered using 3D modeling and the unit, in the context of a virtual Ulta store, was overlaid in the VR world. Dermablend brought in a focus group, and had them respond to the different branding and packaging. They found that the new unit was clear enough in its messaging that customers new to the brand could repeat back its core differentiator (that its made by dermatologists) and, thanks to a more diverse group of models, recognize a greater range of makeup shades.

The process of rebranding its Ulta unit took three months. Without the VR demonstration, Higuera said it likely would have taken closer to eight.

She added that, as a small, indie brand, it was a big deal to be able to take advantage of LOrals resources while staying a tight and focused team. As big beauty companies like LOral, Revlon and Este Lauder set their sights on buying up indie brands that have gathered mighty followings, maintaining the brands initial appeal is key to not getting swallowed up whole.

LOral brands are also working together more. Elsewhere in the new headquarters, which houses 1,600 employees across all brands at the Manhattan Hudson Yards development, is a collaboration-encouraging environment. Brands with similar goals and features can cross-communicate in the space, which was designed by the architecture firm Gensler, in an attempt to remove silos.

Still, since the Beauty Lab opened in October, Dermablend is the only brand that has taken full advantage of its features. That suggests theres a learning curve involved with working VR into internal processes. But as the beauty world gets increasingly competitive, moving at a faster clip is essential.

Were undergoing a renaissance of sorts. Every time we need to see something in real life, we come here, said Higuera. Speed is important. But its about doing the right thing, fast.

Banner image courtesy of LOral

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How L'Oreal uses virtual reality to make internal decisions at its New York HQ - Digiday

Even without virtual reality goggles, the Kraken rollercoaster at SeaWorld can be scary. It climbs to 150 feet, turns riders upside down seven times and reaches speeds of 65 mph.

But starting Friday, the 17-year-old coaster will be the first major ride in Florida with the high-tech option of virtual reality goggles that project an undersea showdown with the ride's namesake monster.

The Tampa Bay Times was among a gaggle of coaster fans and media members allowed to test out the new feature Thursday. The upgrade joins a trend of technology-driven thrills in Florida theme parks.

THEME PARK GUIDE: Everything you need to know about what's new this summer.

Stephen O'Donnell of Port Charlotte said the new virtual reality ride was like nothing he's ever experienced.

"I don't feel like I rode a roller coaster. I felt like I was riding a high-speed submarine," said O'Donnell, 58, a retired carpenter who loves coasters. "Once your ears are covered, it's like your senses are changed and it's another world."

Once you buckle in, you put on the headset and make it at snug as possible to block out the real world. As other riders are adjusting their goggles, you already are seeing a virtual world. It's an undersea laboratory that has many of the same physical details as the coaster's loading zone. But it looks like you are in a loading zone for a submarine.

A soundtrack muffles the real noise of the coaster and you are soon underwater among realistic-looking sharks, fish and Kraken, a legendary mythical sea monster that looks like a giant squid.

Here and throughout the ride you can look in every direction and see new details. But some of those details will be lost when you are flying by at 65 mph and some were hard to keep in focus with your head rattling around on a coaster.

The storyline in the virtual world mirrors the ride. As the submarine is drifting toward the surface, the coaster in Orlando is making its ascent to the top of the first 150-foot drop.

Unless you have every turn of the coaster memorized, you don't know what's coming next.

O'Donnell said he often gets queasy on simulators, like the Spider-Man ride at Universal's Islands of Adventure. But he rode the Kraken with the VR goggles eight times. Some at Thursday's test were a bit disoriented after the ride, however.

You can still feel the sensations and hear the coaster, but like the old rumble seats in movie theaters, it feels like an enhancement to the experience on the screen.

"When it turns you upside down, it feels right because visually that's what you are doing" on screen, O'Donnell said.

SeaWorld is just the latest of Florida's theme parks to use technology to give visitors a feeling of simulated reality. Disney makes guests feel like they are taking flight and plunging down the side of a floating mountain from the movie Avatar in the new Flight of Passage ride. It's Animal Kingdom's signature ride in the recently opened $500 million Pandora-World of Avatar experience.

At Universal Orlando, riders feel like they are chasing Tonight Show host Jimmy Fallon at the new Race Through New York attraction. And Legoland's Ninjago World has young theme parkgoers karate-chopping their way to victory over evil forces on screen.

The Kraken ride, which held the record for the tallest and longest roller coaster in the state when it opened in 2000, has been closed for two months while the park retrofitted it with the technology.

The SeaWorld company, which also owns Busch Gardens in Tampa, is considering adding the technology to more parks.

"We see great potential for virtual reality use across the parks," SeaWorld CEO Joel Manby said in a call with investors earlier this year. "We're also looking to have a version of virtual reality for our animals where guests can see them live and other things you typically can't see as a human today except through virtual reality."

Not all theme parkgoers are fond of screens and virtual experiences.

Coaster fan Chris Kraftchick, who represents Florida for the American Coaster Enthusiasts club, said many theme park purists are worried that some parks are starting to overdo all the screens and virtual simulator rides.

"When you ride Cheetah Hunt (at Busch Gardens) you are in the wide-open cars flying across the Serengeti, you are living and breathing something real," Kraftchick said. "You can simulate that but you can't really experience the true thrill of going up 335 feet and falling face first" like riders do on Falcon's Fury.

But the virtual reality addition to roller coasters could be something even purists can embrace because you still get the wind in your hair, Kraftchick said.

"I think people will like those better than the simulators because you still get the sensation, but you get a bonus. You are going on an adventure now. You are no longer looking at the horizon or over the lake. Instead we are flying through this underwater realm being chased by the Kraken."

The negative can be that it slows down load time tremendously, Kraftchick noted, because it can take longer for the workers to help riders make sure the goggles are set up. "But I think it's a great idea to get people interested in an older coaster again."

One big bonus, experts say, is technology can be a cheaper way to upgrade an old ride.

"VR headsets are an inexpensive way to create a new ride experience without having to make a major capital expenditure," said professor Martin Lewison, an expert on the global theme park industry at Farmingdale State College in New York.

Contact Sharon Kennedy Wynne at swynne@tampabay.com. Follow @SharonKWn.

Sneak peek: We rode SeaWorld's Kraken coaster while wearing virtual reality goggles 06/15/17 [Last modified: Thursday, June 15, 2017 4:56pm] Photo reprints | Article reprints

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C4ISR

U.S. Navy engineers used 3-D imaging capabilities of LIDAR technology to measure designated spaces on board the USS San Diego (LPD 22), USS Truxtun (DDG 103), and the USS Anchorage (LPD 23) down to the exact millimeter, according to a SPAWAR media report. Then, virtual reality and virtual environment software processed the hundreds of gigabytes worth of scanned data into a less than one hundred gigabyte file of a virtual reality model of the scanned areas.

A Secretary of the Navy 2016 Innovation Award was presented to a 3-D scanning team from the Space and Naval Warfare Systems Command (SPAWAR) last week for their use of Light Detection and Ranging (LIDAR) technology to make virtual reality scans a tool for future onboard technological development and sailor training.

LIDAR technology requires only a small team of two to three people who know the equipment and can create an accuratevirtual 3-D representation of a ships installation compartment, said Lt. Jessica Fuller, a member of the SPAWAR 3-D scanning team.

The LIDAR system uses a special, near-infrared laser that emits electromagnetic pulses in the form of light and measures the return wavelengths to discern the distance and 3D shape of objects in its path. SPAWAR reports that the 3-D scanning team used commercial-off-the-shelf technology and software to ensure state-of-the-art results.

Once the model was created, sailors could don the virtual reality goggles head piece and virtually navigate through a remote part of the ship.

In addition to using these scans for installationssailors can now train virtually on their ship, in their exact spaces, with their exact equipment because of these scans, explained Heidi Buck, Director of Battlespace Exploitation of Mixed Reality Lab. Also new systems can be prototyped and inserted into the virtual ship environment for design and testing purposes.

The next goal is to be able to input the scan data into augmented reality software, which will allow sailors to access 3-D augmented reality maps and scans while on the job, giving the sailors a mobile capability to better understand and maintain the ship, according to Dr. Mark Bilinski, a Mathematician at SPAWAR.

The LIDAR scanning itself took only nine days when first performed on the USS San Diego, and the other two vessels were scanned and modeled within the same year. There is no timeline for implementing the new method and technology across the Navy, however SPAWAR officials are confident that it will become a model for Navy virtual

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Navy virtual reality technology will help upgrade ships and train sailors - Defense Systems

STEM and VR

MEL Science, based in London, has launched a series of virtual reality (VR) chemistry lessons for K12. The 3-year-old company this week released a MEL Chemistry VR app, featuring a virtual chemistry lab, for free on Google Daydream. This free version, which contains the first six chemistry lessons, is available at this MEL Science site.

According to MEL Science, chemistry is filled with abstract concepts that may prove difficult for young students to understand. The best method for kids to learn is through hands-on interaction, so MEL Science developed these VR chemistry lessons to enliven molecular-level science and illustrate it on an immersive, enlarged level.

The lessons follow K12 curricular guidelines, and are designed to be used in the classroom or at home. A special version for educators will be released soon, the company said.

In these first six lessons, students should be able to see what its like to dive into a pencil (graphite) or a diamond and discover what these objects look like on an atomic level.

Students should be able to learn about basic chemistry principles in an interactive, friendly way, including topics such as:

Students will also get the opportunity to build an atom of any known element with their hands and/or a guiding tool. Anything that appears on the modern periodic table should be available to build, said Vassili Philippov, CEO of MEL Science.

MEL Science aims to release more than 150 lessons covering all the main topics included in K12 schools chemistry curriculum. Later this year, MEL Science also aims to add support for other VR platforms, including Google Cardboard and Samsung Gear VR.

MEL Science is known for its subscription service, offering educational science sets through the mail. Through this service, parent subscribers get two new chemistry sets every month, allowing them to perform engaging educational experiments at home with their children.

Wed like to change science education, Philippov said in an interview. Virtual reality is the perfect language for science, because you can see what is happening on the micro level. You cant see molecules. But with virtual reality, you can be inside a chemical reaction. You can memorize facts and forget later, or I can put you inside a chemical reaction. Then youll really understand what is happening there. So fundamentally, its a better way to teach science.

Philippov continued, If you understand how to motivate kids, youll really teach them. In science, there is one trick hands-on experience. They have to see it with their eyes. Then theyll really fall in love, and youll inspire their natural curiosities. If you combine those two together engagement and using VR theyll understand what is happening on a fundamental level. Thats the way to teach science.

To witness the MEL Chemistry VR app in action, view the video below:

More information on MEL Chemistry VR can be found at the companys site.

About the Author

Richard Chang is associate editor of THE Journal. He can be reached at rchang@1105media.com.

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MEL Science Launches Virtual Reality Chemistry Lessons - T.H.E. Journal

Smaller stores and virtual reality: Is this the future of Ikea? fox2now.com Ikea has been encouraging shoppers since February to test a new in-store virtual reality app that lets people explore an Ikea kitchen and cook virtual pancakes. Buying a new kitchen is often a big investment and we want our customers to feel confident ... and more »

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Smaller stores and virtual reality: Is this the future of Ikea? - fox2now.com

Called Echo Arena, the multiplayer part of the space exploration title pits teams of five weightless robots against each other in a frantic game of zero-g frisbee. The goal is pretty simple: get control of the flying disc, avoid attacks from other players and toss the space frisbee into the opposing team's goal. Actually doing this is pretty hard. Not only is navigating four dimensions difficult in itself, but the momentum of tossing yourself off a wall in zero gravity means it's exceptionally hard to catch a pass. With time and practice, it can be done -- but between the mechanics of the game and the VR experience movement model, there's a very clear skill curve.

That's probably why Intel chose Echo Arena to be one of two games in its VR Challenger League. Starting in July, Intel and the Electronic Sports League will host a competitive VR gaming series in both online and localized events before a finale at the Intel Extreme Masters World Championship in Poland next year.

After half an hour of training and four quick rounds of Echo Arena, it's hard to say for sure if it'll be the Rocket League of VR -- but it's definitely a start. Playing the game absolutely feels sport-like. Carefully balanced offense and defense are necessary for winning a match, and when our team didn't work together, things fell apart quickly. But not all sports are fun to watch. Even after I played a few rounds of the game, I found being a spectator it difficult -- it just wasn't easy to tell what was going on from an outside perspective. And without spectators, VR eSports just isn't going to work out.

It's an issue, but not an insurmountable one. Live commentary and a solid spectator mode could go a long way toward making sense of Echo Arena as a spectator sport -- and Intel is serious about making VR eSports viable. In all, up to $200,000 in prizes will be awarded to top players of Echo Arena and Insomniac Games' The Unspoken. That's a big investment.

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'Echo Arena' is competitive, virtual reality frisbee in zero gravity - Engadget

June 14, 2017 5:08 PM By Kristine Sorensen

PITTSBURGH (KDKA) Virtual reality really hit the consumer market about a year ago, and for the first time, its at a price point that schools can afford.

The Allegheny Intermediate Unit has trained about one-hundred teachers in our region, many of whom are just starting to use it in the classroom, and theyre finding that students are embracing it as a new way to learn.

When the teachers put on the headset, which is the device that you put up to your eyes and wraps around the sides so you only see the screen, they realize it is much more than just an image on the phone. Its transportation to other places, other worlds and even other time periods.

What these teachers are seeing inside are images like the Grand Canyon, Stonehenge in England and construction of the Empire State Building.

Were not just limited to the world weve always known but we can literally transport to anywhere in the world with virtual reality, one teacher said.

At the instruction seminars, the teachers are learning how to implement virtual reality in their classrooms. For example, they are coming up with ways to use the virtual reality images of an iconic scene from Times Square in 1945 in history and writing classes; images of the Kilaneau volcano in science class; blockages in coronary arteries to teach medicine, and a virtual chemistry lab made by Schell games in Pittsburghs Station Square.

McKeesport High School chemistry teacher Mark Bacco is excited that students will be able to work with virtual chemicals that are too dangerous to use in a real lab.

Plus, he says, it saves a lot of time and money. To set up a lab and clean it up takes 15-20 minutes to set up and 15-20 to clean up and with virtual reality, its over instantly and kids still get same experience.

So the big question is how much does it cost? To make it affordable, some schools are asking kids to bring in their own devices. Then they use cardboard headsets that are only $5.

Propel High School art teacher DeVon Gandy says virtual reality can be an inspiration for many of his low income students.

They dont get to see anything outside where they live so they dont have the hope to become that, he says. He plans to use virtual reality to show his students other places and ideas. I hope to bring it to into the community, flood it with opportunity they wouldnt have because of financial issues.

The headset can also help students with ADD and ADHD because it focuses your attention. Its just the beginning of a new world beyond books.

Tyler Samstag, who directs innovative instruction for the AIU, says, People are excited about the ability for [virtual reality] to create empathy and access to places and content that otherwise they wouldnt have access to.

For the general public, if youve never experienced virtual reality, there are a few places you can do it right now in Pittsburgh.

The Carnegie Museum of Art has a virtual reality experience thats very futuristic. Its in the Hall of Architecture until September.

Kennywood has a ride thats using virtual reality the Sky Rocket Coaster.

And the Steelers are planning a virtual reality experience of the football games coming out sometime this year.

You can learn more about virtual reality in the classroom on Kidsburgh.org an online resource for kids and families.

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Kristine Sorensen joined KDKA-TV as a reporter/anchor in April 2003. VITALS Joined KDKA: April 2003 Hometown: Winter Park, Florida Alma Mater: College of William and Mary, Northwestern University Medill School of...

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Kidsburgh: Virtual Reality In The Classroom - CBS Pittsburgh / KDKA

Weddings are increasingly high-tech affairs, with everything from homemade photo booths to LED lights to drones getting in on the nuptials. But one recent ceremony might go down in wedding history as a real sign of the times.

Elisa Evans, 46, and Martin Shervington, 44, got married in a futuristic dance hall underneath a glittery disco ball as red lava filled the skies overhead. At least, thats how their virtual reality wedding took place on May 25.

Modern and relatively affordable virtual reality technology made the novel approach possible for the Cardiff, Wales couple, who say they wanted something personal. Who wouldnt want to be a time traveling robot with the opportunity to revisit their own wedding? The choice seemed the only way to go, Martin, a writer, told TIME.

The pair decided to partner with VR company AltspaceVR to make the red lava-filled wedding of their dreams happen. They spent $2,531 a piece on the computer and headset.

When it was time for their first waltz as man and wife, this never-more-hip couple in headsets swung their arms and danced at the Cardiff cafe-bar Sunflower & I. But the 40 guests at the grooms apartment passing the VR headsets around just saw two digital avatars busting a move, one royal blue and the other hot pink.

Two particularly early adopters had the first "cyberspace" wedding when virtual reality was a much more rudimentary concept in 1994. But they couldn't move their hands around their virtual world quite like the Wales couple could, thanks to modern high-tech controllers.

Not everyone knew how the mind-bending plan would come together until the wedding day. Some people were expecting us to be dressed up like robots and didnt quite understand that we were the avatars, Martin said.

The guests had avatars, too. They watched as the groom played host with a heartfelt presentation peppered with jokes. As he got down to thank you's in between funny clips from The Office and Inception , the modern set-up gave guests a way to get in on the action remotely: emoji. Streams of hearts and clapping hands bubbled up from the guests avatars within the experience.

The pair fell in love with each others humor one year ago, and these two have been laughing a lot since. When you know its right, it is right, Elisa, a business owner, said. A community manager for the company, Lisa Kotecki, beamed in from San Francisco to officiate the legally binding affair.

Martin's vows: "I promise to keep on loving you, make you laugh at silly things and allow you to be free to be yourself, he said as his avatar swiveled to face hers.

Elisa's: "I promise to love you, to make you happy, and to laugh with you every day. I promise to try not to be funnier than you," she answered. "That's going to be difficult, he added.

The playful ceremony went off mostly without a hitch, though the kiss was tricky with the bulky equipment on their heads. Lucky for them, there was another chance. In real life, the kiss was fine, Martin said.

Skeptics questioning the whole practice will be be happy to know the cutting-edge wedding didn't totally replace the real thing. After guests sent the couple off in style by streaming neon purple firework-like animated "interactables" into the venue using "glow sticks," it was time for guests to leave the groom's apartment and join the couple at the cafe-bar across the street, Sunflower & I. The affair was structured to reflect the virtual reality experience, right down to the bride's walk down the aisle to "Hamburg Song by Keane and the Beatles classic All You Need Is Love."

This party, however, had food. Along with some face time, guests enjoyed a custom cake with toppers they recognized mini pink and blue robots. But the most interesting difference between the simulated event and the one they had for real may have been the emotional landscape.

We didnt get to see a sea of heart emojis from the guests in the real world, but there were a lot of smiles, Martin said.

The now popular 360-degree wedding video is one way to immortalize the memories, but this next-level couple can throw on a headset and relive their special day whenever they want. That's not even what invigorates them most.

"Marriage is in the heart," Martin said. We have the memory of getting married in parallel, virtual and real world in our minds."

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Virtual Reality Wedding Video and interview | Time.com - TIME

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