MILAN — Shoppers entering Gucci’s flagships around the world will soon get a taste of Hollywood-like special effects as the company takes its customer experience to a new level.
Today in its renovated flagship in Via Montenapoleone, the Italian luxury brand will launch the first phase of its new Immersive Retail Experience. Using technologies from OOOii, a Hollywood-based technology design company, Gucci will introduce in-shop video walls reminiscent of the video screens in the futuristic movie “Minority Report.”
Although at first the walls will be displaying only images and videos, starting with the project’s second phase, slated for early 2012, the screens will allow customers to interact with the brand and its products. Standing in front of the video walls, and without touching them, shoppers will be able to pause and rewind fashion shows, flip through catalogue pages and manipulate content, as well as place in-store orders, all through hand gestures, in the same way Tom Cruise manipulated data on video screens in the sci-fi film.
The video walls will go live today, the day of Gucci’s spring show during Milan Fashion Week — and of an event to fete the store’s reopening.
Commenting on the new technology, Gucci president and chief executive officer Patrizio di Marco said, “This multiyear Immersive Retail Experience initiative underlines our belief in the growing importance of creating highly impactful and shareable brand experiences across all of Gucci’s platforms and touch points by taking full advantage of rapid advances in digital technology. The all-around sensory experience that a customer will now feel when approaching and entering our Montenapoleone store will create an unprecedented level of engagement.”
Kent Demaine, founder and ceo of OOOii, which has worked on the special effects of movies including “Minority Report,” “Star Trek,” “A.I. Artificial Intelligence” and “Mission: Impossible,” said that “the ultimate goal is to allow customers to explore the world of Gucci in effortless and highly engaging ways, while simultaneously allowing the brand to learn from this participation, thereby informing the creation and presentation of future content.”
Next year, Gucci will start rolling out the technology to all its flagships, beginning with New York, Beverly Hills and Tokyo. Hong Kong or Shanghai will follow.
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