Augmented Reality Mixed Reality Virtual Reality
Ideas over Coffee // with Sam Ajluni
Guest Contribution
As our latest newsletter considers what the retail experience of the future could look like, we wanted to get a different perspective on how brands can engage consumers.
So, I got the chance to speak to Sam Ajluni, an inspiring, individual with an impressive career as a creative director focusing on the automotive industry (who are known for innovating purchasing given the importance placed on buying a car) and currently at Mackevision?—?an high-end #D visualisation company creating CGI imagery and experiences for automotive brands Mercedes, Porsche, and Jeep amongst others. Mackevision also creates visual effects for Game of Thrones (they’re the brains turning 50 actors into a 10,000 person army).
TI // Morning Sam, firstly, I want to start by saying a huge thanks dialling in from Motor City Detroit. We’re going to chat about Retail, so to start with?—?how do you see Retail changing?
I see it changing in a couple of ways; on the one hand shopping malls and physical spaces are getting more expensive to operate, and on the other people aren’t getting out as much – I personally rarely go to the mall these days. There is so much access to retail online that people are getting increasingly used to the concept of buying online, even for older folks who were hesitant to begin with.
Saying that, I think the physical shopping experience is still a valuable and important aspect of the purchase process. The tactical world is important to us. I still love looking at books and magazines, and touching fabric. But the volume is definitely moving to the virtual world.
TI // You mentioned shopping experiences, which is something we’re really passionate about?—?how do you think these are changing?
Working with automotive brands, the engagement experience is increasingly immersive. The value in physically engaging in a brand is hugely important. Along with this, Virtual Reality and Augmented Reality are becoming more important in the process. Our company Mackevision is working with Mercedes and Porsche to experiment in this space. When engaging in a VR experience you can literally go through every aspect of the vehicle including the sensation of driving and get a true feeling for that vehicle. Cars are a large purchase where there are lots of questions customers have and VR can help answer these.
TI // We couldn’t agree more. What do you think is the opportunity for AR / VR in retail?
We haven’t even touched on how VR will be incorporated into our world. It is still in its infancy and still a bit cumbersome, but technology will solve some of these issues in the near future. We’re not there yet, but we are getting more used to AR in day-to-day interactions. For example, my kids use Snapchat and other apps, I see how AR has becoming a more normal behaviour through that.
The other thing is Blended Reality, where both the virtual world and physical world come together. We did a project for Hyundai recently which was a virtual experience for the CES show. Hyundai was promoting their work on mobility and health in vehicles where in the near future sensors in the car will detect emotions and feelings. For example, if you’re feeling drowsy on a long drive, the vehicle can sense this through visual cues and respond by spraying a mist or scent at you to wake you up, or the seat belt may jiggle. To demonstrate this, we created a VR experience where you’re in a car driving through different scenarios, a traffic jam, a country road, which in turn allows the vehicle to react. I feel this is an aspect of VR retailers should bring?—?the fun and emotional bit, not just making it about the sale.
A great experience is not always just about good price or quality product, but also how you feel about the experience.
TI // As we’re speaking to you in Detroit right now I wanted to ask about the city which is now becoming famous for its resurgence. What interesting brands or things are you seeing emerge?
Well, I picked out three brands I think are interesting.
1. The first is Shinola, the premium watch and manufacturing brand has become global. They really focus on the quality of everything and you can see that not only in their products but also in the retail experiences. In the store here in Detroit the sales people are always ready to explain the materials and skills that go into making their products.
2. Carhartt is another fundamentally Detroit brand that appealed to construction and blue collar workers but now is becoming mainstream which is fascinating. Fashion has adopted a more eclectic, less polished aesthetic. It is almost anti-fashion.
3. Lastly, Third Man Records, which was founded by Jack White a native Detroiter, is really interesting. He opened a physical store in Nashville Tennessee, and in 2015 he opened up a store here in Detroit. It has a record novelty lounge, an in-store performance stage, a record booth, even a vinyl pressing plant where artists can come in and press their music onto vinyl. It is beautifully designed and changing the way people interact with music. I could see that expanding to other cities in the future.
Finally, as a little extra?—?food wise if you’re ever in Detroit I recommend a little place called Sister Pie, a really entrepreneurial bakery making fantastic pies. In fact, it’s only one great example of how Detroit is reinventing itself.
Tania Ferreira is a Partner at Two Igloos who likes to chat to people even in the mornings, especially about music and pies.
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