Retailtainment
The use of sound, ambience, emotion and activity to get costumers in the mood to buy.
- George Ritzer
How to to link a physical store to an online one.
The project for Adidas was my final project at I.E.D. where me and 3 other people worked as a team to create something different.
We start with a target analysis on Generation Z
They aspire for uniqueness and exclusivity.
They need everything as fast as possible.
They do not want to be alone, so they desire to be involved and included.
They aspire for uniqueness and exclusivity. They need everything as fast as possible. They do not want to be alone, so they desire to be involved and included.
They want to have a community, where they can share experiences around gaming and fun.
They put their trust into the influencers.
They are enterprising, they are openminded, they want to be treated as a peer.
They want to have a community, where they can share experiences around gaming and fun. They put their trust into the influencers. They are enterprising, they are openminded, they want to be treated as a peer.
Technology is an extension of themselves.
They want to be as good as their social media status is.
They want to find purpose, they want to pursue a job that is a passion.
They are overloaded with informations of all kinds every day.
Technology is an extension of themselves. They want to be as good as their social media status is. They want to find purpose, they want to pursue a job that is a passion. They are overloaded with informations of all kinds every day.
Analysis within 15 nations sample 15.000 people between 13 and 21 years old
31%
Buy more online
67%
Buy in stores frequently
98%
Already know what to buy when they go to the store
Nameless Communication
We have decided to do not communicate openly “Adidas brand” but to create a real phenomenon that creates curiosity and stimulates individuals to understand what is autonomous.
The game begins with a coded communication around the city, which includes symbols with messages to decode to get the information needed to reach the alien structure that will land.
We used A/R 8th Wall Software. It’s a augmented reality workspace where you can create custom, interactive AR experiences that can be viewed directly in a mobile browser without downloading an Application.
To promote our anonymous game, we decided to identify the main Gen Z’s influencers who practices sport at a professional level or just loves sports and sportswear.
Pop Up: Landing
We have chosen Paris to place our pop-up because it’s an artistic city and a touristic focus point with a strong connection with fashion and a contrasting architecture.
The main structure was made out of XLAM, a wood composite; on the outside the pop-up was covered with solar panels in order to make it “eco-friendly” and “off the grid” while also both “thermal” and “sound-insulated”.
A new store should be almost like a museum. Retails with the contamination of art tend to make the product even more “exclusive”.
Square corners represents the concept of closure, rigidity. Represents a virtual world where everything is balanced.
Curves symbolizes the concept of union, protection, movement and eternity. Represents the real life; where balance is diffcult to find.
We used square corners everywhere in our store except for the displays aiming to create a transition from the virtual world to the real one.
