The Principle of Play, Fun, and Excitement

As early as 1974, Michele Ferrero’s world-famous Kinder Surprise egg demonstrated what is currently establishing itself as a gigantic market trend: gamification as a consumption accelerator at the point of sale. Sophisticated technologies and AI-controlled systems are used to channel the natural play instinct of customers to where it makes the most sense: the immediate environment of the product and brand. Initial beacon projects in the retail sector suggest that there are practically no limits to the creative playground in terms of combining digital and physical worlds. The point of sale evolves into the point of emotion. Text: Isabel Faiss. Photos: Stores

The architects of Clou Architects refer to the interactive façades they developed for the UniFun mall in Chengdu as the “Media Machine”. Digitally configurable surfaces communicate and interact with their environment.

Gamification refers to all ideas that make use of the technology, logic, aesthetics, and functionality of gaming platforms and apply them across genres. Although approaches can vary, the objective is always the same: to address customers through games, through playful interaction with technology and merchandise, or directly in their favourite games – and to encourage them to shop. This can be achieved via theme-specific capsule collections that are offered exclusively within a game, integrated gaming tools at the point of sale (POS), or app-controlled interlinking of real and virtual worlds. Some literally lay a trail in the Metaverse to lure users into the real store. The fun of collecting, playing, discovering, and winning is the primal human instinct that turns this approach into a success story.

THE PHYSICAL EXPERIENCE

When digital design masterminds including art director Andrés Reisinger, Amber Jae Sloten of The Fabricant, and Fredrik Hellberg of Space Popular discussed the rapid rise of the Metaverse for the exclusive Dezeen Club Symposium, they gathered in a virtual rooftop bar on Gather. More than 200 guests took part in the debate via their avatars, enjoyed the virtual scenery, and ordered cocktails. What is already reality for avatars on platforms such as Gather, Fortnite, Altspace, and Second Life is now making its way into the retail sphere: the fluid blending of physical and digital experience in real time. In the physical world, gamification bridges the gap to an individualised virtual parallel world, but consumption remains real, and the direct effect of a particular measure is more quantifiable than ever due to data collection.

UniFun/Chengdu Multimedia Façade

UniFun Chengdu is among the projects that made waves in 2021. The mall connects the physical and virtual world by literally drawing customers in via interactive surfaces on the façade before they even enter the physical space – for example, by scanning displayed QR codes. The mall interacts with its surroundings via its façades, which are deliberately designed to resemble a small park – the perfect place for after-work get-togethers of the up-and-coming generation of technologists that usually hang out in the Tianfu district. It also interacts with passers-by, who are addressed in real time via spotlights, current topics, small games, and promotions.

Digital advertising, the latest games, fireworks on Chinese New Year – the interactive façade of UniFun can also be experienced individually via smartphone.

Inspired by the anime game culture on social media, the cube concept offers a new platform that merges architecture with digital context. Innovative architectural design and cutting-edge content – whether globalised or localised – synchronise to jointly extend their respective reach in an interface between virtual and physical worlds.” –

Clou Architects

18–20/01/2022 Frankfurt

Non-stop fun: Puma’s Skill Cube allows customers to test products in virtual training sessions with professional athletes.

Experiences like this – which seamlessly merge online and offline worlds – are definitely the future of gamification in retail. But the key is in being genuine. Throwing random bits of tech into your stores and hoping it makes you more of a destination will not cut it at all. You have to start with the consumer, figure out what makes them tick and create a really authentic experience to match.” – Oliver Roddy,

Greenroom Design Puma/New York The Skill Cube – Brand Ambassadors at the POS

Puma opened its first flagship store in the US on New York’s Fifth Avenue in 2019. Featuring technically equipped engagement zones, the concept focuses primarily on the gaming and technology affinity of the young target group. The Greenroom design agency created the Skill Cube, an attraction and touchpoint between customer and brand, as the core element of the store. “We created a product-trial experience that allows you to go through training sessions with your idols: Romelu Lukaku, Antoine Griezemann, and Lewis Hamilton. It takes you through skillbased trials, coaching you as you go,” says Oliver Roddy of Greenroom Design. Every customer can choose products for the Skill Cube in the store and test them immediately. www.puma.com

With 11 themed experience zones and 29 different product interaction areas spread across five floors, the mall is destined to become a multi-dimensional experience centre.

JD Mall/Xi’an Superlative Experience Temple

Here, omnichannel is interpreted as the seamless fusion of services, sales, logistics, and merchandise management. JD.com benefited greatly from its e-commerce expertise for the opening of its physical omnichannel mall in Xi’an. Customers can request products to be sent directly to their home by scanning QR codes in the WeChat app, share their purchase with their community, and earn bonus points. The focus is always on the experience. The mall appeals to its tech-savvy customers with technical innovations and gadgets such as holographic projections, VR tools, AI in the form of robots, a virtual livestream room, and a public gaming area.

@whitesandofficial

white-sand.it

Japanese design agency Curiosity deliberately designed the Hipanda store in Tokyo to be an experiential space that redefined customers’ expectations of the shopping experience.

Hipanda Store/Tokyo The Ghost House

An accompanying app harnesses AR and AE tools to transform this store in the heart of Tokyo into a multi-dimensional experience. The Ghost House comprises a series of sequences in which the visitor is on the lookout for the master of the house, the grim Hipanda. Invisible at first, he then suddenly pops up in various interactions – both digital and analogue.

For agency founder and creative director Lubna Keawpanna of Smack Agency, gaming has already established itself as a marketing tool. Breakout with Karl is a classic arcade game that can be played on all devices, even in the Karl Lagerfeld stores.

Breakout with Karl/Smack Agency “It Makes Them Feel Like You’ve Done Something for Them and Want To Give Them Something Back”

With Breakout with Karl, British design studio Smack Agency has just created the third web game for Karl Lagerfeld for the launch of the 2022 Spring-Summer collection. Creative Director Lubna Keawpanna explains why there is much more value in this topic than is apparent at first glance.

The collaboration with Karl Lagerfeld was the perfect kickoff. How many other projects are currently in the pipeline?

We have since worked on a game for Tory Burch in the Middle East and we are launching a game for Molton Brown’s 50th anniversary next month. And we have been lucky enough to create games throughout ten years for amazing retailers like Ted Baker, Crabtree & Evenlyn, St Tropez, Molton Brown, Olivia Burton, and others.

Where do you see most potential for gamification in retail?

Gamification is just such a great way to engage your customers, to make them feel like you have done something for them, thought about them, and want to give them something back. It shows these amazing brands in a unique light, lets them be more playful, personable, and approachable. Users love interacting with digital activations which have been thought out and represent their favourite brands, including a great giveaway. It really is a win-win situation for both brand and customers.

How much power do you see in the fusion between fashion and gaming in terms of retail?

Exposure to the brand in a different way keeps the brand top-of-mind and drives sales as a result. Fashion and gamification are definitely going to continue within marketing strategies for brands, as it is such a great way to engage existing and new customers. It enhances customer experience, renders a brand memorable, and meets the demands of tech-savvy customers. It really has proved to be a foolproof part of the marketing mix for fashion brands.

Nike/Paris Europe’s House of Innovation

Following New York and Shanghai, Nike’s first House of Innovation in Europe opened in Paris. The name speaks for itself, as is evident from the list of technical and app-based end-to-end digital solutions that seamlessly link online and offline. For example, you can select items online and have them delivered directly to your dressing room on your next visit, or chat with staff via Swoosh.

Showcase of comprehensive data competence: Nike publishes data that interests customers – sports results, promotions in the store and worldwide, app innovations, product information from the Research Lab, and even the weather – on its Mission Control wall. The Kids Pod interactive gaming station allows customers to try out products from the children‘s and youth department on a monitor while playing short sports games.

Philipp Reinartz/Pfeffermind “Most Things Happen in the Mind”

Berlin-based Pfeffermind is one of the few agencies that specialises exclusively in the development of games and game-based solutions for companies. After implementing campaigns for Ikea, Samsung, and the Goethe Institute, agency owner Philipp Reinartz is familiar with the entire range of possibilities in retail.

Are highly complex market mechanisms or is purely human logic actually behind the success of gamification?

In my experience, the success story of gamification is founded on focusing on the individual. It is not primarily a matter of market mechanisms. Today, we think far more than we used to: What do people really enjoy? How can we motivate them? How can we make tedious todos more pleasant?

Are there any sweet spots where the topic should ideally be introduced?

Gamification can be applied in very different areas in retail, too. Is the focus on employees or customers? What are my goals? Games are motivational works of art. Gamification transfers their brushstrokes to different canvases.

How much potential do you see in the long and medium term?

The gamification market has been growing rapidly for several years. By now, most big companies have the topic on their radar. I have already realised projects with a third of the DAX companies. Ten years ago, we had to knock on doors to be heard.

As a gamification expert, Philipp Reinartz and his Pfeffermind agency collaborate with clients such as Ikea, Sky, and Samsung.