Eyecandylab & Adidas launch digital retail project

November 26, 2019 - Italy

Eyecandylab and Adidas have announced that their pilot project has launched at the Adidas flagship store at Champs Elysees in Paris. Eyecandylab, which specialises in interactive video-triggered augmented reality (AR) experiences, has developed a concept with Adidas that brings storytelling and immersive experience within a physical store to a new level.

The project integrates the existing digital video screens in the store into the storytelling, and raises awareness of Adidas’ sustainably manufactured products made from recycled ocean plastic. The innovative approaches that have now been implemented in the pilot project serve both brand building and sales growth. The project is part of the Adidas Platform A initiative, which aims, among others, to develop the positive impact of digital innovations on retail, Eyecandylab said in a press release.

For the project, Eyecandylab developed an app called For The Oceans, in cooperation with Adidas and the French creative agency Monochrome. The pilot project will run in the Paris store during the 2019 holiday shopping season. It is an interactive introduction to the shop area sustainability, in which sustainably manufactured Adidas products are offered and staged. The collection pieces are based on recycled plastic waste picked up on beaches and in coastal regions. Customers who have the Adidas app will receive a notification at the Paris store to discover the experience.

By simply holding a smartphone in front of the screen in the store, anyone can observe the tremendous impact and the effects of consumption and plastic usage on the planet. The customer finds himself in an AR Ocean World. A giant whale orbits the user but is surrounded by plastic waste floating in the water. The user is then asked to help collect the ocean garbage and experience how it turns into small plastic particles, spins into a thread and transforms into the latest shoe in the collection.

“Through our co-operation with Adidas, we again demonstrate how augmented reality is disrupting a wide range of areas and how our technology plays a key role. Augmented reality is very effective as a medium for storytelling because it completely integrates the user. Our project not only serves to position Adidas as an innovator, but also highlights the company’s environmental and sustainability activities. These are two important aspects that come together,” Robin Sho Moser, CEO of Eyecandylab said.

“It is important to us to make the innovations of our brand a tangible experience for our customers. Therefore, we always try to find interesting options on how to present our brand in a way that is relevant to our customers. This is proven once again through the cooperation with Eyecandylab and the resulting use of augmented reality,” Florian Fiedler, senior manager innovation and trends at Adidas said.