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Gucci pioneers immersive retail experience initiative

21 Sep '11
5 min read

Kent Demaine, Founder and CEO of OOOii, said, "For years Hollywood has perfected the art of merging virtual content into the physical world where the two appear to coexist. For Gucci, we have moved these techniques onto a scalable architecture so that this process can happen in real time. The ultimate goal is to allow consumers 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.”

For the first phase, three “zones“ have been developed, as can be experienced in Gucci's Montenapoleone store: the Immersive Window Display, the Immersive Entrance Display and the Immersive Women's and Men's Fashion Show Displays. Each zone will showcase a range of specially curated digital content. The highlight being the Immersive Women's Fashion Show Display, where customers will experience Frida Giannini's Autumn Winter 2012 Milan women's fashion show as though it was happening right in front of them, thanks to 5k resolution film shot by a team from Hollywood on one of the world's few RED Epic cameras.

“Gucci is leading the way in creating interactive retail environments which combine its aspirational fashion content with technology inspired by science fiction films,” said Jennifer Davis, Vice President, Planar Systems. “Our unique display solutions, combined with OOOii's innovation and Gucci's vision, has created a partnership that is inventing a new premium retail experience.”

In a second phase, planned for 2012, additional functionalities will be introduced which will enable customers to interact with the digital content they are viewing across multiple displays using motions that are natural and intuitive.

OOOii is an experience design firm specializing in developing technologies that enable natural human-computer interaction. Emerging out of the Hollywood motion picture arena, where OOOii has worked on films including Minority Report, Star Trek, A.I. and Mission Impossible, the firm's primary focus is to enable device agnostic experiential media through integration of its visual effects and real-time gaming technologies.

Planar Systems Inc. is a global leader in digital display technology providing premier solutions for the world's most demanding environments. Retailers, educational institutions, government agencies, businesses, utilities and energy firms, and home theater enthusiasts all depend on Planar to provide superior performance when image experience is of the highest importance.

Founded in Florence in 1921, Gucci is one of the world's leading luxury fashion brands. With a renowned reputation for quality and Italian craftsmanship, Gucci designs, manufactures and distributes highly desirable products such as leather goods (handbags, small leather goods, and luggage), shoes, ready-to-wear, silks, timepieces and fine jewelry.

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