We discover how Augmented Reality turned the atrium of Selfridges into a world that visualises the ‘future of shopping’.
In September shoppers at London’s department store Selfridges were able to see the digital artwork Digital Falls by media artist Jon Emmony, which spanned five storeys of the store’s staircase. With the help of an App it was possible to immerse oneself in a fantasy world with underwater creatures and to discover electrifying, digital sculptures. By the artist’s account, the sea sculptures with their bioluminescent creatures and electrifying signals symbolise communication and the ideas that surround us every day. The artwork invites beholders to explore and takes them on a physical tour of the various floors of the department store.
Digital Falls is part of a campaign with digital works by various artists who were invited to reflect on and re-define today’s retail processes in their works. In these new online and offline worlds experience and sales merge seamlessly. Digital experiences are transferred to physical elements such as the shop windows and rooms with the merchandise they contain.
Jon Emmony is convinced that technologies such as Augmented Reality give rise to completely new experiences and believes that physical and digital spaces will increasingly develop into immersive places. And this will then also benefit retailers because shoppers who are on a discovery tour in the store will definitely also find products they like and end up buying.
Brands and retail are also focal themes at Viscom and PSI in Germany in Janauary 2020. On the Superstar display area in Hall 13, Stand B29 and D49-D50 you can see the current highlights in POS communication. On the evening of 8 January 2020 the Superstar Awards will be presented as part of the Night of Stars to the exhibited merchandise-bearing and inherent display. The award winners will then be presented to you on 9 January 2020 at the corresponding area in Hall 13 at viscom.
Frazer Chesterman will be attending the Viscom and PSI shows and will be speaking about ‘Digital Trends’ on Wednesday the 8th January , so please join hm there.
Frazer Chesterman will be speaking about ‘Digital trends’ at PSI and Viscom in Dusseldorf