Augmented Reality vs Virtual Reality vs Mixed Reality
Thailand’s MICE sector is forecast to surpass US $12 billion by 2027, and brands that host regional launches or incentive trips here increasingly ask for “something guests have never seen before.” Immersive technologies—augmented reality (AR), virtual reality (VR) and mixed reality (MR)—answer that brief while giving marketers the data, share-worthy visuals and wow factor they crave. Chab Events has deployed each of these tools, from Bangkok boardrooms to island festivals, so understanding their differences is the first step toward choosing the right layer of magic for your next show.
Augmented reality is technology that layers computer generated elements on top of existing realities which enables users to interact with virtual content in real-world settings and clearly distinguish between the two.
AR can be used for entertainment, like in the gaming phenomenon Pokémon GO, or to find useful information just like in the app Layar where users can find nearby ATMs, restaurants, see real estate for sale, and more. AR adds computer-generated content—think 3D models, captions or game mechanics—on top of what guests already see. Because the physical environment remains visible, AR is perfect for walk-through product journeys, scavenger hunts around a resort or on-the-go brand education.
For Thai activations, AR plays well with the country’s spectacular venues: overlay heritage facts onto temple façades during a gala at Wat Arun, or turn Siam Paragon’s atrium into an interactive rainforest for an eco-beauty launch—no headsets required.
Virtual reality is all about creating a virtual world that users can interact with. VR involves an artificial, computer-generated simulation of a real life environment designed in such a way that users would find it difficult to differentiate between what is real and what is not.
VR replaces the physical world entirely with a computer-generated one, delivered through head-mounted displays like Meta Quest or HTC Vive. This makes it the most immersive option for storytelling, training or cross-border conferences.
Event example: Shiseido “Skytopia”—a three-month metaverse built and operated by Chab—welcomed 700 beauty advisors from Thailand and beyond to explore virtual labs, plenary halls and zen gardens without leaving their desks .
Thailand’s appeal as a regional hub means you can fly fewer people while still giving far-flung teams a shared sense of place: imagine a Bangkok-shot VR keynote that teleports every APAC office onto the Chao Phraya at sunset.
Mixed reality is the latest addition to augmenting the world we see with a digital environment. It is the latest development of the technology, and not just overlays but anchors virtual objects to the real world, allowing the users to use their hands rather than joysticks or controllers.
Mixed reality is brought to life through a special MR google, such as the Microsoft Hololens 2, or the upcoming Appel goggles. Like an advanced form of AR, Mixed reality allows objects to be overlaid in a real environment, or even an entire virtual world, while still seeing your real world. The perfect application example is the mapping of your favourite store, in your living room so that you can browse and interact with the products.
Both virtual, mixed and augmented reality leverage similar technologies and share the same goal of immersing the user, though all three systems do so in different ways.
Augmented reality enhances experiences by adding virtual components such as digital images or graphics as a new layer of interaction with the real world. Contrastingly, virtual reality creates its own separate reality that is entirely computer generated.
Virtual Reality is usually delivered through a head-mounted, or hand-held controller. This equipment connects users to the virtual environment and allows them to control and navigate their way through an alternate reality while being isolated from the real world.
Mixed Reality is also delivered through a head-mounted gear, but without a hand-held controller, and the gear are transparent glasses allowing you to see through your physical world. This equipment allows users to interact with the virtual environment without being isolated from the real world.
While virtual reality is far more immersive, augmented reality provides much more freedom to users, and more possibilities for marketers because it is not limited to a head-mounted display. Mixed Reality combines the best of both worlds and is the most advanced technology. Currently, AR seems to be better equipped to fulfil the social needs of humans as well, largely because it is augmenting our current world instead of trying to replace it altogether. MR will follow soon with the adoption in the next 3 or 5 years of MR devices by the larger audience. This also explains Facebook’s efforts to make VR more social with their Spaces app where users get to hang out with their friends in virtual settings.
Despite their similarities, however, both AR, MR and VR differ enough to shine in their own separate functions. Augmented reality has the potential to be used as everyday assistance to help people make better decisions about food, transportation, and other daily activities. While virtual reality could turn into a fully immersive entertainment activity, whether it be gaming or experiencing great storytelling.
Go ahead and share with us your best VR/MR/AR experiences and your opinions on which you prefer and why!
Whether you’re hosting a leadership retreat in Phuket or unveiling a product atop Bangkok’s newest sky-deck, immersive reality can turn spectators into participants. Chab’s Bangkok office pairs French creative flair with Thai logistical mastery to source hardware, secure permits and localise content—so your guests remember the magic, not the tech.
Ready to future-proof your event? Speak to our XR-certified producers today and discover how AR, VR or MR can elevate your next Thailand experience.
If you are looking to make a memorable event, to create an unusual event to promote your ideas and your values, and to share your event thanks to our video production team, you’ve come to the right place. Trust the Chab Events team to deliver an experience that will dazzle the senses!
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