Paris — — As traditional retailers fight to stay consumer’s attention in an increasingly digital world, the role of stores is shifting from products to experiences.
With the aftermath of the coronavirus pandemic accelerating the transition to online shopping and the approaching Metaverse, retailers are taking advantage of sight, sound and scent to bring them to a dimension previously related to games and movies. We are recalling visitors in a format that transports them.
Bas Van De Poel, co-founder and innovation director of think tanks and design studios, said: modem.
“As a result of spending more time online in these truly immersive environments, there is a whole new generation of young people, customers with very high expectations and a very established aesthetic and taste level. “He added.
Modem Nike It was unveiled earlier this year at the FitAdv Weather Dome at the flagship store of the House of Innovation, a leading sports giant on the Champs Elysees in Paris. Using state-of-the-art technologies such as 23-foot wide high-resolution LED screens, wind turbines, and HDR lighting rigs, we have created a greater fitting experience than the actual FitAdv apparel line.
“In a hands-on experience, physical elements such as wind and light are combined with a step-by-step, rendered digital environment shot with a very sophisticated robotic arm equipped with a very expensive camera. Store, ”explained Van DePoel.
Once the recording is complete, the visitor will be able to scan the QR code to receive custom video edits and share them on social media.
Launched in March 2021, Amsterdam-based Modem has been digitized through research papers with institutions such as MIT and collaboration with clients such as Snap Inc. and Ikea, where Van De Poel previously worked. Is dedicated to studying the impact that has on our lives. As the creative director of Space10, an experimental innovation lab for a Swedish furniture company.
He is convinced that in the future, store productivity will be measured not by the quantity of shifted goods, but by the experience they provide.
“As digital becomes more and more important, the role and suggestions of stores are changing in that sense,” he said. “Stores are actually transforming further into the world of these brands. Basically, at least today, you can create a complete representation of your brand’s DNA, which is probably not possible in an online environment.”
Evolution is not lost in department stores competing to provide visitors with a transformational experience.
La SamaritaineLVMH Moet Hennessir Iviton’s institution in Paris Reopened last year after 16 years of refurbishment The Art Nouveau building, in collaboration with French audio technology company Devialet and aerospace company Aliane Group, has been named “Healthy Journey to Space”.
Ariane Group and Devialet’s Immersive Sound Cube La Samaritaine..
Provided by Ivan Mathie / La Samaritaine
Visitors entered the white soundproof cube and eight PhantomIDevialet speakers broadcast the sound of the Ariane 5 launch from the Guiana Space Center in Arianespace.
“This is the loudest human sound on the planet,” said Nathalie Chopra, Head of International Marketing and Communication at Devialet, who experienced the recording first hand. “It’s incredible, and it’s not just the intensity of the sound, but the complexity of the frequency, the way the sound is constructed.”
She reported growing demand from retailers and luxury brands for bespoke soundscapes, such as the “Phantom Orchestra” designed for the Paris Opera. The discovery area within the historic Palais Garnier building uses 16 custom-designed phantom speakers to broadcast the sounds of a variety of musical instruments.
“Experience is our essence,” Chopra said. “At Devialet, I think people were hit by images, so I want to put the sound back in the right place. Hearing is a feeling that has been ignored. We surprise people and listen enthusiastically. I want to show that sound can tell many stories and create unique emotions. “
Last year, Devialet joined the French luxury goods association Comité Colbert, and one of the current projects is to capture the sound of a silversmith’s workshop.
“We were thrilled because we were the first technology brand to join Comite Colbert, and it contacted the great brand we really do our job with,” she said. Told. “I think we have very high-end customers who are a little saturated with traditional services and gifts, so people often come to us to create an unprecedented experience. “
When Recent super self wellness event, Selfridges In London, we confidently promoted a “new kind of retail therapy” with experience in coaching, breathwork, sex therapy, and sensory pods that promise a “safe trip.”
Sensiks pod at a super self-event at Selfridges In London.
Courtesy of Jason Alden
Developed by Dutch health tech company Sensiks, the pod features a voice-activated system that stimulates the senses through temperature, airflow, sound, light, and odors to improve and mitigate mood in combination with virtual reality. The stress that created the designed surreal simulated reality.
Fred Galstaun, Founder and Chief Executive Officer of Sensiks, initially developed this technology for medical purposes. After launching the pod at the SXSW Festival in 2017, he tested the pod between the mentally ill and the elderly in a Dutch care facility and conducted further clinical trials focused on the treatment of trauma, anxiety and addiction. I did.
This experience was available at the KLM Business Lounge at Amsterdam Airport Schiphol, but this was the first time I had worked with a retailer. “Recently, there have been more requests from stores as everything is reopening. Creating a center of happiness is becoming more and more popular,” he said.
Garstan was a little surprised that Selfridges was interested in the benefits of a psychedelic experience for mental health, but a 10-minute sequence with fractal patterns and scents such as incense and peppermint was the mainstream. Confirmed that the crowd is accessible.
“I think Selfridges is doing a great job. They really create a lifestyle, a place to hang out, and it was amazing to me,” he said. “It was the best store experience I’ve ever had. Usually because I want to run out of all the stores. I don’t shop. But it’s a really positive atmosphere and there’s a lot to do. It’s happening. “
Today, Sensiks is moving further into the areas of personal care and entertainment. In addition to building software development toolkits for major game engines such as Unity and Unreal, we are preparing to launch the HomePod.
“We have software and content platforms for games and content, VR, or music only, and we can program multi-sensory experiences to increase our immersion in the digital world,” he said. Told.
“Experience also happens in your brain. Looking at this whole metaverse that is happening, I think it will be a very important part of our lives, because we take advantage of the potential of your brain, for example. , From your home or anywhere, you can do a lot in a very sustainable way, and I think that’s exactly what the world needs right now, “Galstan added.
It pressures retailers to provide compelling reasons to challenge the real world.
“We live in unprecedented moments when much is accelerating for a pandemic and we need to develop a resilient strategy in reaching our audience like never before. The way to reach is becoming more and more fragmented, and multiple strategies need to be implemented to reach the goal, “says Van DePoel.
He believes that the development of the Metaverse is still in its infancy, but retailers cannot afford to ignore its potential impact. “Where computing becomes spatial, I think it’s going to be a big change. You already have to research and invest in that space. But what it will be, and what it will be retail. I think it’s pretty early to say what it means to the business, “he said.
“The experience is still limited, and we’re also challenging the reasons for going to the store in the first place, because we can activate the AR experience elsewhere. That is, the role of the store in this digital age and the game. And it’s important to try to define how to differentiate from competing digital experiences, ”Van DePoel concludes.
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