Brand design consultancy Elmwood has acquired immersive technology specialists Framework Creative.

London-based agency Framework Creative designs virtual brand experiences using augmented reality and virtual reality.

Founded by Roddy Robertson and Sam Fazakerley, Framework works directly with clients as well as through other agencies having designed for clients like Ikea (through BWP Group), Virgin Holidays (through Big Bear X and YourStudio ), Dell (through Axicom), Airbus (through Good Relations), Philips (through Ketchum) and SAP (through Grass Roots).

AR and VR are the new frontiers of immersive experience. Adoption of AR alone is expected to grow to over two billion users by 2020,” said Elmwood chairman Steve Gatfield.

“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 brand’s iconic status.”

Framework Creative has become part of Elmwood’s London studio and will continue to operate as a standalone business to service the specific needs of their existing clients.

The acquisition is part of a bigger plan to build a strong digital offering across all of Leeds-based Elmwood’s global studios.

Elmwood owner Jonathan Sands OBE said: “As one of the few remaining independent global design consultancies, I am incredibly proud that Elmwood – in its 40th anniversary year – can continue to invest in its own future through targeted acquisitions.

“We’re tripping over the future, and we’ve been looking to make an acquisition such as this for some time. The guys from Framework have actually been living in our London studio for several months as a sort of courtship to ensure we both like one another.

“The energy that they have brought us is infectious and we are actively collaborating on a number of high profile projects.”

Roberston and Fazakerley said in a statement: “We’re really excited to become part of Elmwood. Elmwood is one of the world’s most well-respected independent brand design consultancies.

“We strongly believe that our skills will complement each other, and enable us to unlock the power of brands through designing experiences that make a meaningful and impactful human connection there where they are.”