Eyecandylab , which specializes in creating interactive video-triggered augmented reality 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.
Innovative Technology for Customer Experience
For the project, Eyecandylab developed the App 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 cooperation 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,” said Robin Sho Moser, CEO of Eyecandylab . “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.”
“It is important to us to make the innovations of our brand a tangible experience for our customers,“ said Florian Fiedler, Senior Manager Innovation & Trends at Adidas. “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.”