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Decorex International unveils innovative augmented reality technology behind its boundarypushing installation Design Encounter.
Developed in collaboration with John Allsopp Studio, Central Saint Martins and Catalyst VR, in response to the challenge of creating a personalised experience for visitors of the show. It brings interiors to life using storytelling and AR.
The installation takes visitors through a series of interconnected rooms, created by six acclaimed interior designers, which they are invited to explore and react to by identifying items that they like.
The experience is made possible with the free and purpose-built Decorex Design Encounter app. By placing phone cameras directly in front of items visitors are able to access extra information on the designers, products and suppliers, while AR ‘likes’ allows them to log preferences.
All the while users are building a personality profile that will be translated into and revealed to them as an AR visual spectacle at the end of the journey. Images of this can then be shared on Instagram and other social channels.
John Allsopp, director of John Allsopp Studio:
“Fifteen years ago, social media brought us the concept of the up-vote, or ‘like’ - on screen. Decorex Design Encounter 2019 takes us into a new paradigm, from the flat screen into the three dimensions of the real world. This opens up possibilities for fusing bricks and mortar environments with digital tools for discovery, cataloguing, interactive communities and e-commerce - for the world of interiors and beyond.”
Laura Loonstein, UK business development manager for Catalyst VR, comments on the use of AR within retail and marketing environments:
“Using AR on a product is like telling a story and enhancing it visually and interactively. It’s a digital narrative that creates depth, insight and enhances the brand experience in a playful, creative and innovative way.
AR is a blended marketing experience and an exciting opportunity to add interactivity within a retail environment. An example that’s already possible could be placing a light in an interior setting, customising it, and ordering it directly through the application. AR’s seamless integration with print or website advertising also makes it an appealing promotional tool; it is both fun and useful and stands out in a retail environment. Augmented treasure hunts for example can now happen as visitors walk through a space searching for image targets that trigger an AR experience. Or perhaps the AR in that same location could be a set of floating directions that help you navigate the space.
If it sounds Harry Potter-esque that’s because it’s exactly what it alludes to, the possibility of experiencing content in a way never seen before.”
What is augmented reality
Augmented Reality is an interactive experience of a real-world environment. It is a new way to relay information by applying a ‘digital layer’ including graphics, text and 3D animations to the real world, which is viewed through a mobile device or headset. You can make the already visible come alive, as if by magic, employing the latest visualisation technology and quite literally augmenting what you see.
Interior designers behind the room concepts
Among the selected design studios is Natalia Miyar Atelier, one of House & Garden’s Top 100 Interior Designers, which specialises in luxury residential projects worldwide. Joining it is Sam Todhunter Design, another of House & Garden’s prestigious Top 100, whose residential projects are recognised the world over for their fusion of luxurious eclecticism and glamorous twists on traditional design.
Sella Concept, a specialist in retail, hospitality and office interiors that has worked on spaces for clients including Google and Netflix also takes part, as does the multidisciplinary Run for the Hills – the creative design house whose interiors include musician Ellie Goulding’s home, Kricket White City and the new Tivoli cinema, bar and café in Bath.
Zachary Pulman Design Studio a specialist in leisure hospitality, including the emerging trend of socialising and boasts clients such as Nike, Puma and Swingers, will also design a space. Also, in the line-up is exciting new practice These White Walls, which has recently completed its first project, an elegant design for acclaimed chef Ollie Dabbous’ Mayfair restaurant, Hide.