C
GROUP ELEMENT
MADISON PELLEY APRIL WALTERS EMILY KELLY ANNIKA KHAN RHONEIL TIBURCIO
FD
COMPILATION OF RESEARCH AND DEVELOPMENTS
FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF VIRTUAL REALITY EXPERIENCE INCORPORATING FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF ALL HUMAN SENSES OR TAKE TO A DIFFERENT FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF DIRECTION OR LEVEL + (SENSORIAL CULTURE) FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF BRANDS: AESOP, LE LELABO, KIEHL’S. AS THERE’S FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF A STARTUP BRAND CALLED FEEL REAL WHO’S FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF HOPING TO RELEASE A VR MASK THAT COULD BE FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF ATTACHED TO OTHER VR GLASSES/VISORS LIKE FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF OCULUS RIFT AND INCORPORATE ALL HUMAN FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF SENSES WITHIN THE EXPERIENCE NOT JUST FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF SEEING AND HEARING. FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF HTTP://FEELREAL.COM FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF HTTP://STYLEBUBBLE.CO.UK/STYLE_ FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF BUBBLE/2013/06/ FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF NESTLING-INTO-HOUSE-OF-HACKNEY.HTML FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF HTTPS://WWW.YOUTUBE.COM/ FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF WATCH?V=ELQH3Z4KRXK SO THIS IS A LINK TO FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF A RAINFOREST VIRTUAL REALITY EXPERIENCE. I FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF THINK IT WOULD BE INTERESTING BECAUSE OF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF THE EVERCHANGING MOODS OF THE FOREST FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF WHICH WOULD FORM A MOVING EXPERIENCE FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FOR CUSTOMERS. FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF INTERACTIVE WINDOW DISPLAYS: IN ORDER TO FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF GRAB PEDESTRIAN ATTENTION ON THE STREETS OF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF NEW YORK, CLOTHING AND ACCESSORY BRAND, FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF KATE SPADE, LAUNCHED A 24-HOUR INTERACTIVE FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF WINDOW DISPLAY ALLOWING CUSTOMERS TO FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF BROWSE ITEMS VIA A TOUCHSCREEN DISPLAY. FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF CUSTOMERS COULD THEN PURCHASE ANY TIME FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF OF THE DAY STRAIGHT FROM THE SIDEWALK, WITH FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF PURCHASED ITEMS DELIVERED WITHIN ONE HOUR. FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF BRANDS THAT COULD BENEFIT FROM INTERACTIVE FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF DISPLAYS: CATH KIDSTON, BRANDY MELVILLE FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF MEETING 1: FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF WHAT BRANDS NEED HELP? FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF HOUSE OF HACKNEY FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF APP WHERE YOU CAN SELECT A TEMPLATE OF A FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF LIVING ROOM AND HAVE SPECIFIC OPTIONS TO FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF CHANGE SHAPE AND SIZE FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF PUT IN WALLPAPER AND FURNITURE AND YOU FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF CAN BUDGET FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF IN-STORE AR APP LIKE SIMS SO YOU WALK FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF AROUND THE STORE TO SCAN PRODUCTS AND FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF YOU CAN PLACE IT IN YOUR ON YOUR DEVICE FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF CURATE YOUR ENTIRE ROOM FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF VR HEADSET SEE WHAT YOUR WHOLE LIVING FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FROM LOOKS LIKE THROUGH GOOGLE FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF CARDBOARD?? FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF CAN JUST USE TEMPLATE OF ROOMS IF THEY FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF DON’T CHATBOT? ABOUT ITEMS. FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF SCAN SOFA PUT INTO YOUR SPACE THROUGH VR ? FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF AND CAN PUT IN PHONE FOR AR? FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF COMPILATION OF RESEARCH AND DEVELOPMENTS FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF FDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDFDF
C
GROUP ELEMENT
DOVER STREET MARKET (POP-UP SPACE FOR ONE OF THE BRANDS, E.G. COMME DES GARCONS) HOUSE OF HACKNEY (VR/AR EXPERIENCE OF A JUNGLE AMONGST THE HOMEWARE?!) VIRTUAL REALITY EXPERIENCE INCORPORATING ALL HUMAN SENSES OR TAKE TO A DIFFERENT DIRECTION OR LEVEL + (SENSORIAL CULTURE) - BRANDS: AESOP, LE LELABO, KIEHL’S. AS THERE’S A STARTUP BRAND CALLED FEEL REAL WHO’S HOPING TO RELEASE A VR MASK THAT COULD BE ATTACHED TO OTHER VR GLASSES/VISORS LIKE OCULUS RIFT AND INCORPORATE ALL HUMAN SENSES WITHIN THE EXPERIENCE NOT JUST - SEEING AND HEARING.
http://stylebubble.co.uk/style_ bubble/2013/06/nestling-into-house-ofhackney.html https://www.youtube.com/ watch?v=ELQh3z4KrXk so this is a link to a rainforest virtual reality experience. I think it would be interesting because of the everchanging moods of the forest which would form a moving experience for customers.
http://feelreal.com
INITIAL IDEA
BRAINSTORMING
NOTES: INTERACTIVE WINDOW DISPLAYS: IN ORDER TO GRAB PEDESTRIAN ATTENTION ON THE STREETS OF NEW YORK, CLOTHING AND ACCESSORY BRAND, KATE SPADE, LAUNCHED A 24-HOUR INTERACTIVE WINDOW DISPLAY ALLOWING CUSTOMERS TO BROWSE ITEMS VIA A TOUCHSCREEN DISPLAY. CUSTOMERS COULD THEN PURCHASE ANY TIME OF THE DAY STRAIGHT FROM THE SIDEWALK, WITH PURCHASED ITEMS DELIVERED WITHIN ONE HOUR. BRANDS THAT COULD BENEFIT FROM INTERACTIVE DISPLAYS: CATH KIDSTON, BRANDY MELVILLE
RESEARCH
BRAND OPTIONS
1
GROUP ELEMENT
INITIAL IDEA NOTES
BRAINSTORMING
AESOP BOOTHS OF SCENT FEELREAL MASK VR FOR EACH TYPE OF PRODUCT OPPORTUNITY- NEW FLAGSHIP STORE NEEDS A DIGITAL ELEMENT AR HOLD PHONE UP TO PRODUCT AND IT TELLS YOU ABOUT INGREDIENTS AND SMELL ETC. DON’T HAVE TO MOVE THE DISPLAY LELABO MAKE YOUR OWN SCENT LOOKS EXPENSIVE LUXURY TOO SCARED TO GO IN
24TH MAY:
INTERACTIVE WINDOWS: FABRIC TABS ON THE OUTSIDE TO FEEL THE MATERIAL VENDING MACHINES FOR BENEFIT PRODUCTS FLORISTS AND PIZZA 24HOURS VENDING MACHINE OF FOOD IN PARIS WHOLE WALL OF DIFFERENT PACKAGED FOOD USE AR TO ZOOM YOUR IMAGES UP ON TO THE BIG SCREEN APP ON YOUR PHONE WHERE YOU SELECT EVERYTHING YOU WANT TO TRY ON AND THE TIME YOU WILL BE IN STORE AND AT THAT TIME YOUR SELECTION WILL BE HUNG IN A CHANGING ROOM FOR YOU. DATABASE STORE- YOU SIT IN POD SELECTING AND IT DROPS DOWN FROM THE TOP OF THE CEILING SIT IN YOUR POD, SELECT FROM VR AND A SALES ASSOCIATE WILL BRING IT TO YOU ASOS IN YOUR EYES. PERSONALISE ALL YOUR DETAILS SPACE WITH ALL PODS. CERTAIN RANGE OF ASOS ITEMS THAT WOULD BE IN THE STOCKROOM NET-A-PORTER ASOS LUXURY LINE POP-UP STORE? WHO DO LCF WORK WITH? H&M POP-UP SPACE STYLING-BASED APP AND YOU PREVIOUSLY SAVED THINGS ON GO INTO SPACE AND APP CONNECTS VIA BLUETOOTH PUT PHONE UP TO SCREEN AND IT GOES UP THROUGH AR
INITIAL IDEA MEETING 1
RESEARCH
GIVES YOU OPTIONS AND ALL YOUR ITEMS AND WHERE THEY ARE IN THE STORE BUILDS A LOOK SECTION OF STORE FOR STYLING GRID SO YOU CAN BUILD WHOLE OUTFIT, CAN MIX AND MATCH MAKE YOUR OWN AVATAR AND YOU STYLE THE AVATAR TO KNOW IT WORKS ALL YOUR PERSONAL MEASUREMENTS SAVING TIME REDUCES QUEUE TO THE CHANGING ROOM ARDUINO COULD DO THE SENSORS BIT
HOUSE OF HACKNEY AESOP H&M- REGENT STREET LELABO BOXPARK - COULD WE CREATE A BIGGER STORE FOR ONE? VIDEO: FILM HOH PRESENTATION IN BARBICAN CONSERVATORY FRIDAY 19TH MEET 2ISH SHOREDITCH HIGH STREET STATION NFC - APPLE PAY (COMMUNICATION WITHOUT WIFI, CONNECTION?) 22.05.17 APP THAT INCORPORATES AR AND PLAYABILITY WITH SNAPCHAT STYLE FILTERS AR SCAN PRODUCTS AND BACKGROUND INFORMATION ABOUT THE INSPIRATIONS OF THE PRINT AS WELL AS OTHER PRODUCTS IN THE COLLECTION SNAPCHAT STYLE FILTERS WITH WALLPAPER PRINT INSPIRED GRAPHICS WISH LIST OF SCANNED PRODUCTS
What brands need help? (House of Hackney) App where you can select a template of a living room and have specific options to change shape and size Put in wallpaper and furniture and you can budget In-store AR app like Sims so you walk around the store to scan products and you can place it in your on your device Curate your entire room VR headset see what your whole living from looks like through Google Cardboard?? Can just use template of rooms if they don’t want to spend time changing Can have it sent to your phone to Instagram Wishlist things in your virtual room and it saves to your account and other people can access this for presents etc. In the VR experience, you have personalised help/personal interior designers (links to the Selfridge’s personal experience)- REAL person Needs to be very realistic Information about the products- interesting facts about the origin of the print etc. People speaking through VR / hologram? Chatbot? About items. scan sofa put into your space through VR ? And can put in phone for AR?
2
GROUP ELEMENT
WE ALSO EXPLORED THE BEAUTY BRAND, AESOP, AS AN OPTION FOR OUR IN-STORE EXPERIENCE. ON EXPLORING THE EXISTING STORES, WE FOUND THE STORES TO BE VERY TRADITIONAL AND MINIMAL, WITH A CHIC AESTHETIC AND LARGE AUTHENTIC WASH BASINS FOR YOU TO TRY OUT THE PRODUCTS. IN A WAY, THIS INTERACTION WITH THE PRODUCTS MADE THE IN-STORE EXPERIENCE MORE IMMERSIVE. WE CAME UP WITH IDEAS TO USE AUGMENTED REALITY TO ACCESS MORE INFORMATION ABOUT THE PRODUCTS AND THEIR INGREDIENTS AND ORIGINS, HOWEVER WHEN SPEAKING TO THE STAFF ABOUT NEW TECHNOLOGY AND HOW THIS WOULD WORK WITH AESOP, WE FOUND THEIR REACTIONS DISMISSIVE AND DECIDED THAT THE BRAND WASN’T RIGHT FOR THIS PROJECT.
INITIAL IDEA AESOP
Images taken inside Aesop at Redchurch Street, Shoreditch.
REDCHURCH STREET
RESEARCH
VIRTUAL REALITY
3
GROUP ELEMENT INITIALLY, WE BEGAN LOOKING AT THE HOMEWARE BRAND HOUSE OF HACKNEY AND EXPLORING THE WAYS WE COULD CREATE A VIRTUAL REALITY CUSTOMER EXPERIENCE IN STORE. WE WENT TO THE PHYSICAL STORE IN SHOREDITCH, AS WELL AS LOOKING AT HOW THEY ENGAGED WITH ONLINE PLATFORMS SUCH AS THEIR WEBSITE. WE SPOKE WITH THE STAFF IN-STORE AND FOUND THAT THEY WERE ACTUALLY LOOKING INTO DEVELOPING AN APPLICATION FOR THE BRAND AND HOW THEY COULD BECOME INVOLVED DIGITALLY AS A BRAND. ONE STAFF MEMBER MENTIONED THAT THE CREATIVE DIRECTOR HAD REQUESTED THAT IT NOT LOOK ANYTHING LIKE THE IKEA AUGMENTED REALITY APPLICATION, WHICH WAS INTERESTING TO NOTE HOW A LUXURY BRAND WAS VIEWING BRAND ENGAGEMENT WITH AR AND THE LEVELS OF NOVELTY ASSOCIATED WITH IT.
INITIAL IDEA
HOUSE OF HACKNEY
RESEARCH
AFTER LEAVING THE STORE, WE NOTED THAT THE EXPERIENCE HAD BEEN QUITE OVERWHELMING AND ALREADY IMMERSIVE IN THE WAY YOU FELT AS THOUGH YOU WERE IN SOMEONE’S HOME WITH A KITCHEN, BEDROOM AND LIVING ROOM STYLE SET UPS. OUR INITIAL PROBLEM WITH THE BRAND WE INTENDED TO SOLVE WAS TO CREATE A VIRTUAL REALITY EXPERIENCE, WHEREBY THE CUSTOMER COULD RE-CREATE THEIR OWN HOME WITH THE SELECTED PRINTS FROM THE STORE AND VIRTUALLY DESIGN A ROOM AT HOME AND PICK AND CHOOSE WHAT THEY WANT TO PURCHASE.
HOWEVER, UPON REFLECTION WE DECIDED THAT THERE WERE TOO MANY COMPLICATIONS WITH CREATING YOUR OWN EXISTING ROOM VIA VR IN-STORE AND THAT THE STORE WAS ALREADY IMMERSIVE AND ENTERTAINING AND THEREFORE WE CHOSE TO MOVE ON TO ANOTHER BRAND THAT WE FELT WOULD BENEFIT FROM DEVELOPING TECHNOLOGY MORE THAN HOUSE OF HACKNEY.
Images taken inside House of Hackney.
VIRTUAL REALITY
4
GROUP ELEMENT
INITIAL IDEA
HOUSE OF HACKNEY
RESEARCH
HOUSE OF HACKNEY IN-STORE NOTES: GETTING TECH HEAVY FAMILY BASED NOT IKEA CANDLES DIRECTOR FROM LIBERTY AND TOPSHOP
Images taken inside House of Hackney.
VIRTUAL REALITY
5
GROUP ELEMENT
INITIAL IDEA
N E T - A - P O RT E R
NOTES: 5 pods each featuring a capsule collection from one net-aporter designer Each pod will be designed to be experiential, focusing on one sense each Pods - Black cubes with white ribbons stitching (same as the net-a-porter packaging) AR - need to include more than just filters/pop-ups Scan touchpoints and each one will have a different tip, styling tips, add to wishlist Initially launch open to existing customers who already have an account Personalised tag/phone/scanner on the way in linked to their account so everything they do can be monitored and saved Recvieve exclusive artwork, videos or gifs etc. sent to their accounts based on their experience Collab with phone/tech brand for the scanners OR use oculus rift instead of scanning to make it more mixed reality Walk up to objects and information appears / feel more real Exclusive to exisitng customers Luxury customer experience 1 person per pod - exclusive Info: Where clothes came from/how made More about designer Style with Suggest where to wear i.e. perfect or the beach/date night Suggest what o eat/drink (would look great with a glass of white wine etc) Action Plan: Assign designers and choose sense Create moodboard with suggested capsule collection and activity and style that goes with each Designers list Miu Miu - sound (Emily) Calvin Klein - smell (Nika) Anya Hindmarch - taste (April) Acne - touch (Rhoneil) Adidas X Stella McCartney - sight (Madison) Changed to gucci Can change designers if you feel there is another one you can work better with
INITIAL IDEA
TUTORIAL DEVELOPMENT
PODS/BRANDS
SENSORY CULTURE
6
GROUP ELEMENT Quay Hu (2015) Go Wild. Available at: https:// www.youtube.com/watch?v=nIuzAIMgEK8(Accessed: 18th June 2017). Yoox (2016) Fashion,design & art: that’s SO YOOX. Available at: https://www.youtube.com/ watch?v=hAVXzcUf08I (Accessed: 18th June 2017). SSENSE (2015) SSENSE x Off-White BEFORE and AFTER. Available at: https://www.youtube.com/ watch?v=h05HWNThXpY(Accessed: 18th June 2017). cariatydes (2016) afflare-fashion film by monica lilac. Available at: https://www.youtube.com/ watch?v=CNuPYDOAs58&t=20s(Accessed: 18th June 2017).
CALVIN KLEIN
NET-A-PORTER (2016) I Have Nothing to Wear. Available at: https://www.youtube.com/ watch?v=A3XKPW6BCPk(Accessed: 18th June 2017).
INITIAL IDEA
SENSORIAL CULTURE
SMELL
WE HAD DECIDED THAT NET - A - PORTER WOULD BE THE IDEAL BRAND TO TURN INTO A PHYSICAL SPACE IN WHICH WE COULD COMBINE TECHNOLOGY. FOR THE SMELL POD WE DECIDED UPON CALVIN KLEIN’S SS17 RESORT COLLECTION AND THE REASON BEING WE CHOSE CALVIN KLEIN FOR SMELL WAS BECAUSE THE BRAND IS NOTORIOUS FOR THEIR PERFUME COLLECTIONS AND THEREFORE IT WOULD BE INTERESTING TO TRANSLATE THIS THEME THROUGH SMELL. WE EXPLORED THE BRANDS RESORT COLLECTION AND HOW COULD THIS BE DISPLAYED INSIDE A POD WHILST LOOKING AT THE CAMPAIGNS VISUALS. THE SMELLS THAT COULD HAVE BEEN INCLUDED WERE THE PERFUME COLLECTION OF THE BRAND SUCH AS THE POPULAR SMELL EUPHORIA AND SCENTS WITH FLORAL NOTES TO REPRESENT THE SPRING COLLECTION.
ANNIKA
7
GROUP ELEMENT
ACNE STUDIOS
INITIAL IDEA
SENSORIAL CULTURE
TOUCH
AN INTERACTIVE TOUCH EXPERIENCE FOR ACNE STUDIOS WOULD POTENTIALLY BE PROPOSED FOR A POP UP STORE THAT WILL INCORPORATE ALL THE HUMAN SENSES WITHIN INDIVIDUAL PODS. TOUCH WOULD GO ALONG REALLY WELL WITH THE BRAND AS IT EXPLORES SUBTLE MATERIALITY PHYSICALITY OF THE ITS PRODUCTS. IT S ALSO A BRAND THAT EXPLORES AND LOOK AT INTERIORS DESIGNS BEYOND THE SAKE OF INTERIORS BUT HOW THE MATERIALS OF THE PRODUCTS AND THE INTERIOR MATERIALS WOULD INTERACT OR CREATE A TOUCHY OR A SENSE OF EXPERIENCE TO ITS VIEWERS.
RHONEIL
8
GROUP ELEMENT
THE INITIAL IDEA FOR GUCCI WAS MAXIMALISM AND COLOUR AS THAT IS GUCCI’S AESTHETIC. SIGHT. SIGHT IS AN SENSE THAT HAS TO DO WITH EVERYTHING WE SEE, THE WAY THINGS APPEAR TO US. WHEN THINKING HOW I COULD TRANSLATE THAT INTO AN EXPERIENCE FOR THE BRAND I BEGAN THINKING ABOUT LIGHT AS WITHOUT LIGHT WE CANNOT SEE. I THOUGHT IT WOULD BE INTERESTING TO CHANGE THE LIGHTING IN THE CHANGING POD TO CREATE DIFFERENT EMOTIONS, MOODS, AND PERCEPTION OF TIME. I THOUGHT SUN RISE SOFT AWAKENING LIGHT WOULD BE THE GREAT FOR THE BEGINNING OF THE EXPERIENCE. A ROMANTIC CALM WHILE DECIDING WHAT TO TRY ON AND GRADUALLY BECOMING LIGHTER THAN AS YOU MAKE YOUR DECISION THE BEAUTIFUL BRIGHT ORANGES AND REDS AND PINKS OF SUNSET.
I then began thinking about the details of garments. I looked at a few in particular and looked at the inspiration behind them for example the 17th century tapestries on one of the dresses. I did not look too into but thought it may be a good approach towards this brand if we were to use this idea.
GUCCI
INITIAL IDEA
SENSORIAL CULTURE
ANOTHER DETAIL I LOOKED AT WAS THE EMBROIDERED BUTTERFLY TOP. I THOUGHT THERE WAS A LOT OF VISUAL EXPERIENCE POSSIBILITIES WITH THIS IDEA OF BUTTERFLIES. THE POD COULD BECOME LIKE A AUGMENTED BUTTERFLY HOUSE IF THE CUSTOMER DECIDED TO TRY ON THIS GARMENT. WHEN HAVING OUR DISCUSSION ABOUT THIS IDEA WE DECIDED WE WOULD SHARE WHAT THE CUSTOMER SHOULD DO IN THIS LOOK, WHERE THEY SHOULD GO, WHAT THEY SHOULD DRINK. GIVE THEM LIFESTYLE AS WELL AS FASHION. I THOUGHT THIS COLLECTION WAS PERFECT FOR DRINKING AN OLD FASHION ON ICE, STROLLING THROUGH KEW GARDENS IN SPRING, AND DRIVING IN A CONVERTIBLE 70’S MERCEDES. GIVING LIFESTYLE RECOMMENDATIONS WITH THE GARMENTS GIVES THE EXPERIENCE MORE DEPTH.
SIGHT
MADISON
9
GROUP CONTENT ELEMENT
ANYA HINDMARCH
INITIAL IDEA
SENSORIAL CULTURE
TASTE
EXPERIMENTING WITH THE SENSE OF TASTE USING ANYA HINDMARCH AS A FEATURE DESIGNER. SHOWING AN EXAMPLE OF A CAPSULE COLLECTION OF HANDBAGS THAT WOULD FEATURE IN THE SPACE, AS WELL AS A MOCK-UP OF THE WHAT THEY WOULD LOOK LIKE IN THE SPACE ITSELF. THE SPACE I CHOSE TO DESIGN THE SHELLING FOR THE COLLECTION IN THE SAME STYLE AS ANYA’S SS17 CATWALK. THE TASTE ASPECT WOULD FEATURE SWEET TREATS DOTTED AROUND THE SPACE AND FRUITY FLAVOURED ENABLE STICKERS THAT WOULD BE DESIGNED LIKE HER OWN LEATHER AND FUR STICKERS THAT SHE USES FOR CUSTOMISATION AND PERSONALISATION OF PRODUCTS. WE ALSO ADDED AN EXAMPLE OF A STYLING TIP THAT WOULD BE PERSONALISED TO EACH CUSTOMER, IN THIS CASE THE SIDE BAG WOULD HAVE BEEN SELECTED BY THE CUSTOMER AND RECOMMENDED WOULD BE THE TRAINERS, PERSONALISATION WITH THE SMILEY FACE STICKER AND THE ACTIVITY SUGGESTED WOULD BE SIGHT SEEING AROUND PARIS WITH A FRUITY SMOOTHIE, TO SET THE SCENE.
APRIL
10
GROUP ELEMENT FOR THE SOUND POD AT THE NET-A-PORTER STORE, WE DECIDED UPON MIU MIU SS17, AS THIS COLLECTION WAS THEMED AROUND THE BEACH AND WE THOUGHT THIS WOULD BE AN INTERESTING THEME TO EXPLORE THROUGH THE USE OF IMMERSIVE SOUND. WE EXPLORED THE BRAND’S EXISTING GARMENTS AND ACCESSORIES AND HOW THIS COULD BE DISPLAYED IN A POD AS WELL AS LOOKING AT CAMPAIGN IMAGERY AND HOW THE THEME OF THE BEACH AND SUMMER HAD ALREADY BEEN TRANSLATED. SOUNDS THAT COULD HAVE BEEN INCLUDED IN THE POD WERE THE SOUNDS OF SEAGULLS, ARCADE MACHINES, PEBBLES AND WAVES. THE SOUND WOULD THEN BE EDITED INTO A SOUNDSCAPE ON 5 TRACKS, WHICH WOULD PLAY IN DIFFERENT SPEAKERS AROUND THE POD IN
ORDER TO CREATE AN IMMERSIVE SOUNDSCAPE AS YOU MOVED AROUND THE POD. THE SOUND OF WAVES AND SEAGULLS WOULD RELAX THE CUSTOMER AND INSIGHT NOSTALGIA, ENCOURAGING THE CONSUMERS TO PURCHASE BEACH WEAR AND GET READY FOR THE SUMMER. AFTER WE DECIDED TO DISCONTINUE THE IDEA OF 5 SEPAWRATE PODS, WE CHOSE MIU MIU AS OUR EXAMLE FOR THE FIRST NET-APORTER POP-UP BRAND, WHICH WAS INTERESTING TO SEE HOW THIS DEVELOPED IN RELATION TO ALL SENSES, NOT JUST SOUND.
MIU MIU
INITIAL IDEA
SENSORIAL CULTURE
All cut out images Net-a-Porter, Miu Miu Shop, Available at: https://www.net-a-porter.com/us/en/Shop/Designers/ Miu_Miu?pn=1&npp=60&image_view=product&dScroll=0 (accessed: 24th May 2017) Shell image Sea shells, Free Screensaver Wallpaper, Available at: https://uk.pinterest.com/ pin/354940014356862875/ (accessed: 24th May 2017) Waves Shutterstock, Deep blue sea waves, Available at: https://www.shutterstock.com/video/clip-420256-stock-footage-deep-blue-sea-waves-hd-p-resolutionseamless-loop.html (accessed: 24th May 2017)
SOUND/VOICE
Seagull Chic Wall Graphics, Seagull 3, Available at: http://www.chicwallgraphics.com/product_list. php?type=Decals&category=Birds (accessed: 24th May 2017)
EMILY
11
GROUP ELEMENT
OUR IDEA HERE WAS TO BASE THE PODS AROUND THE RECEPTION, WHERE CUSTOMERS WOULD COME TO GET THEIR HOLOLENS DEVICES IN ORDER TO ENGAGE WITH THE AR CONTENT IN THE PODS. THEN EACH POD WOULD HAVE ITS OWN CHANGING ROOM OUTSIDE. WE FOUND THAT PLACING THE PODS IN A CIRCLE WOULD CREATE A MORE ENGAGING AND ENCOMPASSING ENVIRONMENT.
INITIAL IDEA
SKETCHES/PODS
FIRST SKETCH
SENSORY CULTURE
12
GROUP ELEMENT
ISSUES DISCUSSED:
Notes:
NEED PHYSICALITY OF SHOPPING NET-A-PORTER PUTS A LOT OF EFFORT INTO PHOTOGRAPHY EACH MONTH DIFFERENT RESIDENCY? WHAT IF IT WAS DONE VIA SMARTPHONE/TABLET? WHERE DO YOU GO IN STORE TO TRY ON? PERSONAL ASSISTANCE? NO PRODUCTS IN THE ROOM? SEEN THROUGH AR? TASTE- LUXURY CHANGING ROOM EXPERIENCE?
Action Plan: Pods more personal to the brand? 1 brand Decide between Hololens/Smartphone Look at Cooper Hewitt museum pen Try to combine sense elements 1 model- go further in-depth Can be applied to other online store physical pop-ups Look at Porter magazine and identify difference between print and digital Look at Charles Spence How we percieve things e.g. Whisky Mock-up sketches Mention House of Hackney
TUTORIAL REFLECTION: ONCE WE DECIDED NET-A-PORTER WOULD BE A GOOD BRAND TO BRING INTO A PHYSICAL SPACE AND COMBINE WITH DIGITAL TECHNOLOGY, WE HAD TO PICK WHICH OF THE ONLINE LUXURY RETAILER’S DESIGNERS WOULD SHOWCASE AT THE SPACE. OUR INITIAL THOUGHTS WERE THAT WE WANTED THE EXPERIENCE TO BE FULLY IMMERSIVE AND SENSORIAL, SO WE CAME UP WITH THE IDEA TO CREATE 5 SEPARATE PODS, WITH 5 SEPARATE SENSES AND 5 SEPARATE DESIGNERS. SO, FOR EXAMPLE, ONE POD WAS ACNE AND WORKED WITH THE SENSE, TOUCH AND ANOTHER WAS ANYA HINDMARCH AND THE SENSE, TASTE. WE EACH BEGAN COMING UP WITH INTERESTING WAYS TO INCORPORATE THE SENSES INTO THE DESIGNERS’ PODS, HOWEVER AFTER A TUTORIAL MEETING WE AGREED THAT THE USE OF 5 PODS AND 5 SENSES WAS EXCESSIVE AND THAT THE BRAND WOULD BENEFIT MORE FROM A MORE SUCCINCT IDEA FOCUSSED ON ONE BRAND AT A TIME THAT INCORPORATED THE IMMERSIVE, SENSORIAL EXPERIENCE WITH FURTHER TECHNOLOGICAL DEVELOPMENT, IN PARTICULAR, AUGMENTED REALITY.
1st Brand: Miu Miu AR Carwalk SS17 1st room- experiential 2nd room- personal shopper A waiter with silver tray Wes Anderson vibe for trailer 1 hour slots Catwalk flooring matching SS17 set Beach/ deck chairs - scan to see model Giant clams- scan to see model Sun screen - smell Miu Miu perfume smell? Bubbles floating Warehouse type space, high ceilings Location: Mayfair/ Central Editor’s Notes pop-up voice over Branding of changing rooms and packaging remains as Net-a-Porter Add shells or something to do with theme in the packaging
INITIAL IDEA
TUTORIAL DEVELOPMENT
PODS/BRANDS
SENSORY CULTURE
13
GROUP ELEMENT
FOR THE RETAIL SPACE, THERE COULD BE TWO ADJACENT ROOMS WHEREBY THE CUSTOMER ENTERS A PURELY INTERACTIVE, AUGMENTED REALITY AND EXPERIENTIAL SPACE FIRST TO SELECT THEIR GARMENTS AND THEN PASSES THROUGH INTO A SECOND ROOM, OF WHICH BEING THE CHANGING ROOMS WITH NET-APORTER BRANDED AESTHETIC.
INITIAL IDEA
SKETCHES/PODS
FIRST SKETCH
SENSORY CULTURE
14
GROUP ELEMENT
THE SPACE WOULD BE SET IN A LARGE TWO STOREY BUILDING WITH FACTORY STYLE WINDOWS ON THE FRONT FACADE. DOWNSTAIRS WOULD BE THE EXPERIENTIAL SPACE WHERE CUSTOMERS WILL COME IN AND USE THE NET-A-PORTER APP TO SCAN THE INSTALLATION/SCULPTURE TYPE FEATURES WITHIN THE SPACE, INCLUDING A LARGE CLAM, DECK CHAIRS AND THE MIU MIU SS17 RUNWAY. BY SCANNING THESE FEATURES THERE WILL APPEAR INTERACTIVE, SHAPABLE VIDEOS/GIFS/ IMAGES THAT CAN BE SHOPPED RIGHT FROM THE CUSTOMERS PHONE. THE DOWNSTAIRS WILL BE FAIRLY MINIMAL IN ORDER TO ENHANCE THE USE OF THE APP AND MAKE THE EXPERIENCE MORE IMMERSIVE AS THEY WON’T BE DISTRACTED BY ANY SURROUNDINGS. UPSTAIRS IS THE LUXURY CHANGING ROOM AREA, WITH SEATING AREA AND BAR TO GIVE THAT EXCLUSIVE VIP FEEL. WITH LARGE MIRRORED CHANGING ROOMS, EACH FEATURING COMFY SEATING, AS WELL AS AN INSTALLATION BASED ON WHATEVER DESIGNER IS FEATURED DOWNSTAIRS THAT WILL FEATURE AS A PHOTO OPPORTUNITY TO ENCOURAGE THE SHARING OF THEIR EXPERIENCE ONLINE.
INITIAL IDEA
SKETCHES/PODS
FIRST SKETCH
SENSORY CULTURE
15
GROUP ELEMENT
SPACE FLOW: STUDY
INITIAL IDEA
SKETCHES/PODS
FIRST SKETCH
SENSORY CULTURE
16
GROUP ELEMENT
THIS IS ONE OF OUR SKETCHES WHERE WE BASED THE MAIN LAYOUT OF THE POP UP STORE. WE THOUGHT THE CIRCULAR LAYOUT GIVES THE EXPERIENCE MORE OF THE IMPRESSION OF A JOURNEY OR RATHER FLOW BETTER THAN A RIGID TYPE OF SPACE. THIS SKETCH ALSO SHOWS THE VERSATILITY OF THE CIRCULAR SPACE DESIGN AS THE BROKEN DOWN GREEN LINE SHOWS THAT WE CAN EMBED OR CREATE A RIGID SPACE LAYOUT WITHINN THE A CIRCULAR ONE WITHOUT INTERUPTING THE FLOW. AS YOU CAN SEE THE IMAGES AROUND THE SKETCH ARE THE INSPIRATIONS FOR THE LOOK OF THE INTERIOR AND THE COLOUR STORY.
INITIAL IDEA
SKETCHES/PODS
FIRST SKETCH
SENSORY CULTURE
17
CONTENT
VIRTUAL REALITY EXPERIENCE INCORPORATING ALL HUMAN SENSES OR TAKE TO A DIFFERENT DIRECTION OR LEVEL + (SENSORIAL CULTURE) - BRANDS: AESOP, LE LELABO, KIEHL’S. AS THERE’S A STARTUP BRAND CALLED FEEL REAL WHO’S HOPING TO RELEASE A VR MASK THAT COULD BE ATTACHED TO OTHER VR GLASSES/VISORS LIKE OCULUS RIFT AND INCORPORATE ALL HUMAN SENSES WITHIN THE EXPERIENCE NOT JUST - SEEING AND HEARING.
Virtual Reality Experience incorporating all human senses or take to a different direction or level + (Sensorial Culture) - Brands: Aesop, Le Lelabo, Kiehl’s. As There’s a startup brand called Feel Real who’s hoping to release a VR mask that could be attached to other VR glasses/visors like Oculus Rift and incorporate all human senses within the experience not just - Seeing and hearing. http://feelreal.com
GROUND FLOOR
FIRST FLOOR
INTERACTIVE EXPERIENCE (AUGMENTED REALITY)
INTERACTIVE CHANGING ROOM
SPACE DESIGN FINAL PLAN
ROUGH SKETCH
VIRTUAL REALITY EXPERIENCE INCORPORATING ALL HUMAN SENSES OR TAKE TO A DIFFERENT DIRECTION OR LEVEL + (SENSORIAL CULTURE) BRANDS: AESOP, LE LELABO, KIEHL’S. AS THERE’S A STARTUP BRAND CALLED FEEL REAL WHO’S HOPING TO RELEASE A VR MASK THAT COULD BE ATTACHED TO OTHER VR GLASSES/VISORS LIKE OCULUS RIFT AND INCORPORATE ALL HUMAN SENSES WITHIN THE EXPERIENCE NOT JUST - SEEING AND HEARING.
18
GROUP ELEMENT
SPACE DESIGN PLAN VIEW
FINAL SKETCH
SENSORY CULTURE
19
GROUP ELEMENT
GROUND AND FIRST FLOOR
Ground and First floor. The image above shows that the audience will have to go through the ground floor for the Ar and interactive experiences and make his/her way to the first floor for the interactive changing room.
SPACE DESIGN SKETCH UP/KUBITY
AFTER THE LAYOUT HAD BEEN EXPLORED THROUGH A VARIETY OF SKETCHES, WE DECIDED THAT THE CIRCULAR SHAPING WAS KEY FOR AN IMMERSIVE EXPERIENCE AND THAT OUR STORE SHOULD BE SPLIT INTO 2 FLOORS, ONE BEING THE EXPERIENTIAL SPACE, LINKING THE PHYSICAL WITH THE DIGITAL VIA THE MOBILE APPLICATION AND THE SECOND BEING THE NET-A-PORTER SPECIFICALLY BRANDED CHANGING ROOMS. AS CAN BE SEEN FROM THE DEVELOPMENT FROM SKETCH UP TO THE FINAL KUBITY DESIGNS, WE WANTED THE SPACE TO BE MINIMAL IN ORDER TO ENCOURAGE THE CUSTOMERS TO ENGAGE WITH THE INTERACTIVE EXPERIENCE EMBEDDED IN THE SPACE SUCH AS ‘AUGMENTED REALITY’.
FINAL DESIGN
20
GROUP ELEMENT
SPACE DESIGN SKETCH/KUBITY
IMAGES 1 - 4: GROUND FLOOR IMAGES 5 - 7: FIRST FLOOR CHANGING ROOM
FIRST DESIGN
SENSORY CULTURE
21
GROUP ELEMENT
STYLING: FOR OUR CONCEPT TRAILER, WE WANTED TO REFLECT THE LOOK OF THE SS17 COLLECTION, BUT ADD A FUN TWIST THAT EMPHASISED THE BEACH THEME EVEN FURTHER. FOR THIS WE INCLUDED PROPS SUCH AS A BEACH TOWEL, SWIMMING GOGGLES, BUCKET AND SPADE, BUBBLES, BALLOONS AND COCKTAILS! THE GARMENTS THEMSELVES WERE BASED AROUND SWIMWEAR WITH SWIMSUITS AND BIKINIS, STYLED WITH SUMMERY TOPS AND JACKETS IN COLOURS THAT REFLECTED THE COLOUR PALLETTE OF MIU MIU’S SS17. WE ALSO HAD TO MATCH THE AESTHETIC OF THE NET-APORTER CUSTOMER AND CREATE WHAT WE THOUGHT THE AVERAGE LUXURY RETAIL CONSUMER MIGHT BE WEARING AS THEY ATTEND THE AR EXPERIENCE. FOR THIS WE CHOSE A CLASSIC, ON-THE-GO, BUT STYLISH LOOK OF BLACK JEANS, WHITE SHIRT, GREY SUEDE JACKET OVER THE SHOULDERS AND NUDE MULES. THIS WAS TO REFLECT THE SOPHISTICATION OF THE NET-A-PORTER CUSTOMER AS WELL AS JUXTAPOSING THE FUN ELEMENT OF THE MIU MIU BEACHWEAR TO SHOW HOW THE POP-UP WAS PROVIDING THE EXISTING NET-A-PORTER CUSTOMERS WITH BRANDS THAT THEY KNOW, BUT IN A MORE EXCITING WAY THAN THEY MAY EXPECT OF NET-A-PORTER.
TRAILER
MOOD AND FEEL
IDEAS
STYLING
22
GROUP ELEMENT
INSPIRATIONS FOR THE COLOURING AND STYLING OF THE MORE CREATIVE ASPECTS TO OUR TRAILER. I LIKE HOW THERE IS A QUIET PEACEFUL ATMOSPHERE TO ALL THE VIDEOS THAT REALLY REFLECT THE IDEA OF SUMMER AND THE CALM AND PROFESSIONAL CLIENTELE THAT NET-APORTER AND MIU MIU BOTH ATTRACT. ALL VIDEOS ARE FROM EITHER NET-A-PORTER OR MIU MIU’S YOUTUBE CHANNELS AND ARE TAKEN FROM THEIR MOST RECENT SS/17 CAMPAIGNS OR SUMMER STYLING VIDEOS.
TRAILER
MOOD AND FEEL
IDEAS
COLOUR STORY STYLING
23
GROUP ELEMENT
THESE MOOD BOARDS WERE MADE TO INSPIRE THE MIU MIU SECTION OF THE POP UP STORE. THEY WERE TO INSPIRE THE MOOD, AESTHETIC, AND FEEL. I ALSO THOUGH SOME OF THE IMAGES WOULD BE USEFUL IN INSPIRING SHOTS IN THE EDITORIAL SECTION OF THE VIDEO TRAILER. WE COULD NOT SHOOT ON THE BEACH AND AS WE WERE SHOOTING A SWIMWEAR BEACHY VIBE COLLECTION OUR PROBLEM WAS HOW TO WE CREATE THIS IN A STUDIO. WE USED SYMBOLS INSTEAD TO REPRESENT AND GET ACROSS THE MESSAGE, SUCH AS SHAPES, COLOURS, AND PORPS.
TRAILER
MOOD AND FEEL
IDEAS
COLOUR STORY
24
GROUP ELEMENT
SPACE DESIGN WINDOW DISPLAY
VISUALIZATION
FOR THE WINDOW DISPLAY WE DID NOT WANT TO MAKE IT OVER THE TOP AND ALSO WANTED TO DISPLAY THE MIU MIU SS 17 COLLECTION. THEREFORE, WE DREW INSPIRATION FROM THEIR PREVIOUS AND THE CURRENT MIU MIU WINDOW DISPLAYS AND THE NET-A-PORTERS WINDOW SHOP. THE IMAGE SELECTED ON THE WINDOW DISPLAY IS MELANCHOLIC AND DRAMATIC WHICH WOULD POTENTIALLY AMUSE NEW CUSTOMERS. THE PHOTOGRAPH IS CAPTURED BY ALASDAIR MCLELLAN AND STYLED BY KATIE GRAND. THE COLOURS OF THE WINDOW DISPLAY WERE TO BE SIMILAR TO THE COLLECTION AND BRAND HENCE THE USE OF BLUE AND PASTEL TONES WHICH IS ALSO INCORPORATED IN THE PHYSICAL SPACE INSIDE. THE PALM TREES AND THE WATER RIPPLES ARE TO LINK TO THE CONCEPT OF OUR SHOOT AND THE INTERIOR DESIGN TO REPLICATE THE THEME OF BEACH WEAR.
SENSORY CULTURE
25
GROUP ELEMENT
INITIAL IDEA SKETCHES
FOR THIS CONCEPT WE NEEDED TO GATHER FILM INSPIRATION IN ORDER TO FORM AN IDEA OF THE MOOD AND FEELINGS WE WANT TO EVOKE THROUGH OUR FILMING. IT STARTED OFF WITH LOOKING INTO MINI TRAILERS THAT ENCOMPASSED A BEACH THEME SUCH AS THE, SOUTHERN COMFORT ADVERT AS THE MOOD AND FEEL OF THIS COMMERCIAL EMBODIED THE RELAXED AND SUMMER ELEMENT THAT MIU MIU POSSESSED AND THE SONG WAS VERY SUITABLE WITH IT. HOWEVER, THE GO WILD BY QIAYI HU HAD DRAWN A MASSIVE INSPIRATION IN TERM OF COMPOSITION, COLOURS AND MOOD. IT EMBODIED EVERYTHING WE HAD IMAGINED THE MIU MIU VISUALS WITHIN OUR SKETCHES AND THOUGHT TRACK. THE TEMPO WAS UPBEAT AND SUMMERY, IT EXUDES THE EMOTIONS AND FEELS OUR FILM WAS TO HAVE. THE COLOUR PALETTE OF THE FILM WAS ALSO VERY CLOSELY LINKED TO MIU MIU’S COLLECTIONS COLOUR PALETTE. WE HAD TAKEN INSPIRATION FROM THE SELECTION OF BACKDROP COLOUR AS WELL AND THOUGHT THE BOLD COLOUR BLOCKS WOULD SUIT WELL. IN ADDITION, THE MODELS MOTION IN THE FILM HAD INSPIRED US IN HOW TO DIRECT OUR OWN MODEL AS WE ALSO PICTURE THE MODEL BEING INTERACTIVE.
STORY BOARD
FOR THE NET - A - PORTER PART OF THE FILM WE HAD LOOKED INTO THE EXISTING VIDEOS CREATED BY NET - A - PORTER. WHAT WE HAD OBSERVED WAS THAT THE VIDEOS WERE VERY CHIC AND THUS WE STILL WANTED TO OBTAIN THAT CLASSY MINIMALISTIC ELEMENT FOR THE VISUALS AND HAD SELECTED MELLOW TONES WHICH WERE A CONTRAST TO MIU MIU’S SATURATED COLOURS.
26
GROUP ELEMENT
INITIAL IDEA SKETCHES
A.THIS VERSION OF THE TRAILER STORYBOARD LEADS THE VIEWERS ON A JOURNEY FROM ENTERING THE STORE TO THE POINT OF PURCHASE. THIS STORYBOARD INCLUDES A MIX OF CLIPS FROM THE APPLICATION AS WELL AS REAL-LIFE AND 3D SKETCH UP. IT ALSO SHOWS THE TRANSITION FROM ONE FLOOR TO THE NEXT VIA THE SPIRAL STAIRCASE AS A SMOOTH WAY TO GO FROM ONE TYPE OF EXPERIENCE TO THE NEXT. B. A BREIF STORY BOARD IDEA FOR THE LAYOUT OF THE TRAILER. STARTING WITH A SEASIDE/SUNNY SKY CLIP WITH A POP UP OF THE NET-A-PORTER LOGO AND THEN THE MIU MIU LOGO, TO SET THE SCENE FOR OUR SS/17 SPACE. IT WILL THEN GO INTO THE VR WALK THROUGHS OF THE SKETCH-UP SPACE TO SHOW WHAT THE SPACE WILL ACTUALLY LOOK LIKE, THEN JUMPING TO THE WALKTHROUGH O THE FEATURES OF THE APP AND THEN TO A SCENE THAT WILL MOCK-UP WHAT THE AR CONTENT WILL LOOK LIKE WITHIN THE APP AND A MOCK-UP OF THE SPACE ITSELF.
STORY BOARD
SENSORY CULTURE
27
GROUP ELEMENT
APP PROTOTYPE PROTOYPING THE APP IN ORDER TO SHOW HOW IT WOULD LOOK AS A WORKING FEATURE. INCLUDING THE MAIN ASPECTS OF THE APP WHICH ARE EXPLAINED IN THE WIREFRAMES.
INITIAL IDEA APP PROTOTYPE
WIREFRAMING
SENSORY CULTURE
28
GROUP ELEMENT
INITIAL IDEA APP PROTOTYPE
WIREFRAMING
STYLING
29
GROUP ELEMENT
INITIAL IDEA APP PROTOTYPE
WIREFRAMING
STYLING
30
GROUP ELEMENT
WIREFRAME DEVELOPMENT WIRE FRAME DEVELOPMENT ADJUSTING THE WIREFRAMES TO CHANGE THE ORGINAL APP NAVIGATION BAR SEARCH BUTTON TO A ‘CHANGING ROOM’ BUTTON THAT ALLOWS YOU TO SEE THE CLOTHING YOU HAVE SELECTED DURING THE EXPERIENCE. WE ALSO ADDED NEW FRAMES TO DEMONSTRATE THE AR FEATURES YOU CAN GET WHEN YOU ARE IN THE SPACE. INCLUDING THE ‘TRY-ON’ FEATURE THAT ALLOWS YOU TO HOLD DOWN AND SELECT ITEMS WORN BY THE VIRTUAL MODELS AND SHOP THEM IN REAL LIFE BY ADDING THEM TO YOUR CHANGING ROOM. GIVING AN EXTRA EXCLUSIVE FEEL OF WEARING STRAIGHT FROM THE CATWALK. A FRAME WAS ALSO ADDED TO VISUALISE THE SCANNING RFID FEATURE THAT ALLOWS CUSTOMERS TO ENTER THE SPACE USING THEIR ACCOUNT TO ENABLE THEM TO USE EXPERIENCE THE SPACE PERSONALLY AND SAVE AND SHARE ANY CONTENT THEY WISH THROUGHOUT.
DEVELOPMENT APP PROTOTYPE
WIREFRAMING
STYLING
31
GROUP ELEMENT
FILMING
EXPERIMENT/PRACTICE
VISUALIZATION
SENSORY CULTURE
32
GROUP ELEMENT
SPACE DESIGN WINDOW DISPLAY
FINAL TRAILER
OVERALL, THE THE PROJECT HAS CHANGED AND DEVELOPED OVER THE FIVE WEEKS AND BECOME SOMETHING THAT WE ARE HAPPY WITH AND CONFIDENT IN. WE EXPLORED A RANGE OF DIFFERENT OPTIONS FOR OUR BRAND AND APPLIED OUR INSIGHTS FROM OUR PREVIOUS TREND REPORTS TO OUR CHOSEN BRAND, NET-A-PORTER. WE HOPE THAT THE TRAILER AND THE CONCEPT EMPHASISE THE FRICTIONLESS JOURNEY FROM THE APPLICATION NOTIFICATION TO THE AR EXPERIENCE AND PLAYABLE PRODUCT DISPLAY, TO THE MAGIC MIRROR SELECTIONS TO THE POINT OF PURCHASE. THE FUN AESTHETIC OF THE TRAILER AIMS TO DEMONSTRATE THE ENGAGING QUALITIES OF THE SPACE AND HOW WE HOPE THIS WOULD APPEAL TO THE PARTICIPATORY CULTURE OF SOCIAL MEDIA SHARING. ALTHOUGH THIS SPACE IS INITIALLY FOR NET-A-PORTER EXISTING CUSTOMERS, WE HOPE THAT THIS POP-UP WILL GAIN POPULARITY FOR THE NET-A-PORTER SITE AND APPLICATION AS OTHERS FIND OUT ABOUT AND WANT TO EXPERIENCE IT TOO. WE BELIEVE AUGMENTED REALITY AND THE USE OF SMARTPHONE TECHNOLOGY IN RETAIL SPACES IS BENEFICIAL ON A RANGE OF PLATFORMS AND ITS PRESENCE WILL CONTINUE TO INCREASE. OUR NET-A-PORTER STORE ENGAGES WITH THESE TECHNOLOGIES AS WELL AS TAKING TIME TO GIVE CUSTOMERS A VERY PERSONALISED AND EXCLUSIVE SERVICE THAT THEY WILL ENJOY.