- What digital events and virtual showrooms mean for the future of brand and product staging - 24. March 2021
- The new shining beacon for retail - 23. January 2018
MR, the sister of VR and AR, is a combination of the two and yet completely different to them both
As with VR, the user accesses Mixed Reality by using smart glasses. However, it works in a different way. The room is continually scanned by sensors attached to the glasses that are worn by the user and this creates a virtual 3D image of the room. Spatial computing not only detects all the surfaces and objects in the room, but also takes the position of the wearer in the room into account. Any location, any surface and even any object can become a projection surface for holographic content, which appears vivid and surprisingly palpable due to its stable positioning. A HoloLens is transparent like normal glasses so you can see the real room in front of you, but then virtual objects are projected into the user’s field of vision using a special lens. The highlight is that you can move around these projected objects so you can see them from all sides and interact with them. These three-dimensional holograms, or “shining beacons”, show us the possibilities for the future world of advertising and retail.
The use of holograms turns the point of sale into a point of experience
Once you understand how the technology can be applied, you’ll be quick to see where and how it can be deployed in retail as a special form of communication. Through the combination of real retail space and virtual superimpositions or enhancements, we can create unique experiences and outstanding experiential content. Depending on the product and customer group, the following scenarios have come forward as the most viable plans for the technology:
Mixed Reality means that products that do not actually exist in reality yet or that cannot be transported, can be displayed as though they are physically present. For example, special limited editions and concept cars in the automotive sector. A specific example: It was possible to exhibit the new BMW X2 in BMW showrooms as a hologram before the vehicle was actually physically available worldwide for display purposes. This meant that visitors were able to inspect the new vehicle from all sides by walking around the 3D projection and could also interact with the projection and become familiar with the various features. As well as providing visitors with the opportunity to experience this new technology at first hand, it also gave them the chance to see themselves next to the virtual vehicle as a hologram, which added another dimension to the experience.
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