Retail Transformation
Burberry
Retail Transformation
As their long-term global strategic partner proAV have been delivering retail experiences for Burberry for over ten years. This project in Shenzhen Bay, China for their first social retail store is their most remarkable project to date and an Inavation Awards Project Winner 2021.
This retail project was designed to create the first ever luxury social retail store, creating a digitally immersive retail experience which blends the physical and social worlds.
The brief was to create a space of exploration, designed to inspire and entertain luxury customers, a space where they can interact with the brand and products in new and exciting ways both in person in the store and via social media.
The challenge with this project was to create a bespoke visual experience of the Burberry brand which could be shared across the WeChat social platform, engaging customers to create the first luxury social retail store.
Created in collaboration with Tencent, owners of social platform WeChat, the aim was to bring social media into the physical retail environment.
Through a
dedicated WeChat mini programme, customers can unlock specific content and
experiences in order to share with their community on social media. It also
provides a platform for dedicated client services, in-store appointment
bookings, events and table reservations in Thomas’s Cafe, the in-store café and
community space.
Our solution
The AV scope consisted of two key areas, the Trench Experience room and the physical retail store itself.
The Trench Experience
This room was designed as a digitally immersive journey through nature. Technologies included 3D mapping and blending/immersive lighting, environment and audio landscape, with projection of content to the walls and floor, 360 degree audio playback, a wind and hazer effects machine, motorised crystal LED’s and addressable RGB LED’s fixed to the ceiling grid. The user interacts with the space using the WeChat Mini Program through an API, whilst overhead and Skeletal tracking further controls how the user and space interact.
360 degree sound is delivered using a d&b soundscape system, lighting effects are provided by LED crystals all custom controlled to link various device API’s into the WeChat Mini Program. A Crestron control system has been implemented to enable the experience...
Key contact
Francesca Hazell
Operations Director
Surrey
Services
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