During the Milano Design Week retail turns into an ‘experience’ surprising the visitors
During the Milano Design Week retail turns into an ‘experience’ surprising the visitors. At via Tortona 31 with the ‘Design Experience’ of the Archiproducts Milanobuilding and the opening of the Archiproducts Shop Touch Point and at Palazzo Bovara with the installation ‘Elle Decor Concept Store. The New Shopping Experience’.
How do relationships change in the era of digital information? How is the more and more widespread e-commerce changing the concept of showroom? And how will be the store of the future? Archiproducts and Elle Decor Italy have already imagined it and during the Milano Design Week they will show their idea of new generation store, where retail turns into a real experience.
Retail is undoubtedly involved in the new scenario created by e-commerce, with the need of the several stores to establish relationships of a different kind with their customers. Hence the idea of introducing a new concept of store, where retail becomes a meeting point between analogic and digital.
In the store of the future the physicality of the objects communicates with the digital experience and customers interact with the room they move in, whether real or virtual. Not only it is a container: the store becomes one of the priviledged information places able to offer visitors a new customer experience. It is what today is defined ‘Phygital’, a new passage from physical to digital, in an osmotic synthesis in which two worlds mutually contaminate: in the new generation store products interact with visitors by ‘communicating’ with them and telling them everything about themselves with the help of digital instruments.
Elle Decor Concept Store. The New Shopping Experience
With the project of exhibition design by GamFratesi and the digital experience created by Brand experience agency AKQUA, the path conceived by Elle Decor at Palazzo Bovara starts from the Reception, where the visitors who register receive an interactive device to gather customized information. The customer journey, integrated by the digital experiences assured by AKQA, develops through several rooms: Invite, with soft-touch shop windows; Gallery, to be looked at with the HoloLens holographic glasses; Taste, a room to meet and share ideas by drinking a cup of coffee; Experience, to experiment light with digital interactions; Feel, to discover patterns and textiles in a situation borrowing the immersion effect from art; Try, to try clothes and furniture in real change rooms and Cabinet Room, to be explored with the Sayduck app.
“We have analysed the relationship between visitors and the room, thus creating and re-interpreting the traditional elements of the store. Our goal was to give a sensory and evocative interpretation to suggest and invite to a new experience where visitors are the core of the project. Shop windows giving information and telling stories, micro-architectures only dedicated to test light, the intimate and private space of the change room brought to the world of design and furniture are just some of the experiences included in the project”, GamFratesi.
Design Experience 2017, Archiproducts Milano
From April 3rd to 28th the installation at Palazzo Bovara proposes a highly imaginative laboratory of ideas suggesting the possible evolution of the retail world, while in the Archiproducts Milano building the new generation store has already come true.
In the new setting, open all the year round, objects are connected: through the Archiproducts Scan app each exhibited object releases a ‘cookie’ containing information on its features, versions, colours and costs. All information are stored on the visitors’ device, with the possibility to let them know the details of the products and to buy them online.
“We are currently exploring a new concept of retail – says Enzo Maiorano, co-founder of the network –in which the product experience is more important than the mere visual knowledge: visitors can acquire much more information than those given by a single exhibited product. This is the first step of a path bringing visitors and objects closer, which is further developed with the help of technological devices. In this way also buying products online will be much easier”.
“At the Archiproducts Shop Touch Point we have fit out an ideal living space – he tells – symbolically representing the idea of home. Thanks to the Virtual Reality technology developed by Sayduck, startup of the Network, visitors will be able to choose a product from the archiproducts catalogue, see it in 3D and contextualize it in the setting by simulating different furnishing possibilities”.
Via Tortona will host a microscopic but hyperinteractive permanent shop window of the big online store with thousands of products and brands on sale all over the world.
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