Page 59 - February 2021

NIKE ‘HOUSE OF INNOVATION’ STORE
New York, US

centre for the launch of its All Conditions Gear (ACG) apparel chains, Nike Virtual View enables shoppers to
HO20 collection of products. Utilising mobile phones, select a hologram that matches their size and body type,
shoppers can interact with animated models of local effectively building a virtual dressing room in their home.
wildlife and product innovation stories via AR markers Meanwhile Japanese retailer Uniqlo recently launched
and QR codes located in the store. Highlighted in an its first “neuroscience” fashion campaign in Australia. It
article by Chainstoreage, a geofenced microsite serves was based on the concept of suggesting clothes to the
as the customer’s “digital basecamp.” Nike also provides customer on the basis of his or her mood. UMood, a
a gamification component to the experience by providing wearable technology, was placed on the foreheads of
an interactive map and dynamic checklist that tracks their customers. Then a series of images and videos were
progress through a series of AR-based challenges. Upon shown to them. The brainwave reading provided by the
completion, participants are rewarded with a physical gift customer’s psychological reactions was placed against an
brought to them by a masked store associate and a digital algorithm that then suggested a t-shirt from the retailer’s
AR model of the Nike “ACG Hiker” mascot they can range to match the consumer’s state of mind. Those
keep on their phone. different states of mind were categorized as ‘adventurous’,
Nike is also leveraging AR technology to assist U.S. ‘calm’ or ‘stressed.’
consumers who may prefer to avoid visiting a brick-and- Whatever lies ahead in what is expected to be another
mortar store. The specialty athletic brand is using the rocky 12 months for the world and the retail industry, a clear
Omnivor Holograms for Retail solution as the platform way forward is to continue the merge of technology with the
for its new Nike Virtual View feature. Currently offered store space across the high street, keeping people coming
via the Finish Line and JD Sports specialty athletic back and offering new experiences in the age of digital.

AFTERWORLD: THE AGE OF TOMORROW
Balenciaga Fall 21 Collection