When we’re playing in our Lab, we’re always looking for creative ways to push the limits of technology. Some of our projects are just for fun, and others, like London’s Audi City, completely reinvent the way people shop. We were even thinking about digital wallets before they were cool. So when we set out to create the Razorfish 5D platform, our goal was to design a powerful and highly immersive way for brands to connect with consumers—before, during and after the shopping experience. In our latest video, we show how our 5D platform seamlessly connects a variety of digital devices to better attract consumers into the store, drive product engagement and arm store associates with more contextualized digital tools. The end result is a fun and personal experience, the way shopping should be.
We’re excited by the launch of a revolutionary showroom experience for a premiere automotive brand. After a year of collaboration between Audi and a wide range of partners, Audi City has launched near Piccadilly Circus in London, ahead of the 2012 Olympics.
Audi City London is a groundbreaking dealership experience delivered by one of the most technologically advanced retail environments ever created. The digital environment features multi-touch displays for configuring your Audi vehicle from millions of possible combinations. Your personalized car is visualized in photorealistic 3D using real-time render technology, making the Audi City vehicle configurator the most advanced in the world. After personalizing your Audi, you can toss your vehicle onto one of the floor-to-ceiling digital “powerwalls” to visualize your car configuration in life-size scale. From here, you can use gestures to interact with your personalized vehicle, exploring every angle and detail in high resolution using Kinect technology.
A purely digital showroom can’t deliver on the tactile experience of buying a car. Therefore, a store associate can save your configuration on a RFID-enabled USB stick and guide you into a personal consultation area that features a variety of tactile objects. These objects help the customers get hands-on with the materials of the vehicle including car exterior color and finish options and interior upholstery options. Each of these tangible objects are digitally-tagged through RFID technology. You can bring bring any of these physical objects over to the configurator experience and the corresponding exterior paint finishes and interior options will automatically update your vehicle configuration.
When purchasing a car, the customer journey occurs across multiple channels. In order to integrate and simplify the car buying process, we’ve allowed customers to retrieve their online car configurations in the showroom environment. In addition, any car configuration made in the showroom is synchronized to your personal USB stick. Simply pop in the USB stick at home and the web-based configurator is automatically launched with the exact car configuration you created in the showroom. This allows Audi to deliver a “start anywhere, end anywhere” buying cycle for the customer, which has proven elusive for retailers.
Not only is Audi City a premier showroom environment, the dealership concept represents a fundamental shift in retail strategy for the brand. This new small-footprint retail format brings Audi closer to their customers, not only geographically but also emotionally. The smaller-footprint concept will launch in metropolitan environments and reach a younger urban and digitally-enabled demographic. After hours, the environment will serve as a cultural center in the larger community by playing host to readings, round-table discussions and art exhibitions.
“Audi City combines the best of two worlds – digital product presentation and personal contact with the dealer” says Peter Schwarzenbauer, Member of the Board of Management at Audi. “People are placing greater emphasis than ever before on a direct and personal bond of trust with their vehicle brand – especially in respect of the increasing variety of products and available information. Thus, with Audi City we are creating a one-stop-shop for experiencing our brand. It is right in the midst of our customers’ lives, yet seamlessly connected to the online range offered by the four rings.”
Audi announced at the London launch that 20 showrooms in other major international cities will follow by 2015.
Near field technology has been around for a couple of years now, but will it finally have its breakthrough later this year when the new iPhone comes out? A good reason for us to take another closer look at the technology.
This is an NFC-enabled Gum Machine we have built at Razorfish that is packed with all sorts of digital goodies: Apps, movies, songs, ebooks, as well as other exclusive and location-based content that can be pushed to a phone. Simply enter a coin and turn the lever – then follow the animation and tap your smartphone next to the release chute.
The project was realized in a 2 day prototyping session at Razorfish’s Frankfurt office. In terms of hardware, we used a Samsung Galaxy Tab, an NFC shield, a simple reed switch and two Arduino microcontrollers – all nicely fitted into an original Gum Machine metal base.
This is an example of how NFC Technology can provide a missing link between the physical and the digital by bringing the best of both worlds together.
Want to keep updated? We’d love to hear your thoughts and ideas about the blurring line between the physical and digital worlds. Be invited to join the conversation on facebook.
Anticipation has been building for years.
The expectation has always been that our lives will be transformed by new technologies. Everything from travel to sports and entertainment would be made new again…redefined.
And now, thanks to Delta and Madison Square Garden in partnership with Razorfish, that time has finally arrived.
Delta Air Lines’ Touch the Future of Travel and a newly refreshed yet still iconic Madison Square Garden is here.
In addition to the 11,000 square foot lounge which features select menus, multi-screen event coverage, and a clear view of professional athletes entering the arena through a glass hallway, we’ve created a unique experience for VIPs.
A personalized, curated way for travelers to discover new destinations, collecting content from around the globe and enjoying fantastic vistas that transport them into the magic of destination travel and discovery.
Delta’s Touch the Future of Travel is about unique inspiration, easier access to what you want, when you want it, and sharing travel ideas with friends…and Razorfish with Delta is making it all happen.
Over the last few weeks Amnesia Razorfish had the opportunity to collaborate with the University of Sydney and Publicis Mojo for an innovative take on how near field communication can transform tasks in our daily lives. For this concept designed for food courts Stephen Davis created a Brand Table prototype that not only simplifies the process of displaying menus of restaurants on your phone, but also allows you to place your order and pay instantly.
Steve has a nice write-up on his website about the benefits of this approach and we were happy to see it being picked by a number of online publications including TechCrunch and Engadget.
With the wide-spread adoption of NFC at the horizon we’ll hopefully see concepts like this becoming reality soon.
The arrival of NFC technology promises to usher in a variety of new types of multi-channel customer experiences. While NFC technology is still in its infancy, our team has focused our efforts on research & development around experiences that can be enabled by this emerging platform. One of the many uses of NFC is activating mobile payment.
The Razorfish Digital Wallet is a mobile application we developed to demonstrate how customers can send and receive mobile payments over NFC. In the future, this type of consumer-to-consumer payment will become commonplace. For instance, you’ll pay your babysitter or settle a bet with a friend by simply tapping your mobile devices.
In the above video, we’ll showcase the consumer-to-consumer payment scenario along with a variety of other scenarios. NFC has arrived and we’re excited to integrate this technology in our experiences.
Check back soon as we will be posting a behind-the-scenes walkthru of the application.
The Razorfish Emerging Experiences team showed up in force for the ReMIX South conference. Luke Hamilton presented “The Interface Revolution”, a discussion about emerging tablet technologies and what they mean for consumers. He also provided best practices for creating tablet experiences and key insights on how to bring these interfaces across multiple devices. Jarrett Webb presented “An Introduction to Kinect Development” providing insight on how to get started building experiences for the Kinect hardware. Steve Dawson and Alex Nichols were “Kinecting Technologies” which recreated scenes from famous Sci-Fi movies utilizing the Kinect combined with other advanced technologies.
While not presenting at the event, the team enjoyed presentations by Albert Shum, Arturo Toledo, Rick Barraza, Josh Blake and many other experts in the fields of Kinect, Tablet/Mobile development and UX/Design.
For those who are interested, we encourage you to download the code for the Kinecting Technologies presentation. In order to run the samples, you’ll need:
- Kinect for Windows SDK
- Microsoft Speech Runtime (x86 version)
- Microsoft Speech SDK
- Kinect Language Pack
Thanks go out to the organizers of ReMIX South for putting together a wonderful event. We’ll see you next year!
Watch the session videos here.
Mobile continues to demonstrate its growing importance with many different audiences. People are buying smartphones, texting like mad, and choosing the phone over the PC for web browsing at a surprising clip. All of this points to a need to take mobile ever more seriously. At the same time, the possibilities of mobile display advertising continue to evolve, most recently with mobile rich media formats bursting onto the scene. We’ve gathered some of the best examples of mobile rich media across a wide variety of platforms, networks, and 3rd party specialists – including the Razorfish-built iAd for JCPenney. Check it out.
A wide range of Oakley products are designed for sports fans and outdoor living people who are dependent on their equipment when practising their passion and living their dreams. Choosing the right sunglass lens makes a significant difference when sports and outdoor activities are taken seriously. To guide the consumer through this decision process, we have implemented an iPhone and iPad App which simulates realistic scenarios by using engaging 3d-panorama landscapes wrapped in an intuitive touch- and accelerometer-based interface.
The overall experience features more than 18 lens tints in spectacular environments and various weather conditions. Once the perfect lens is selected, a detailed product information is just one touch away.
Since we were running the experience in the Microsoft booth, we decided to add some new characters – the most popular of which being Steve Ballmer:
We used the experience as a way to engage with conference attendees and demonstrate an innovative use of Microsoft Tag technology. As conference attendees had their RockstAR snapshot taken, we’d ask them to download the tag reader application to their mobile device. Afterwards, they could take a snapshot of the Microsoft Tag and retrieve their photo. We took over 300 photos at the event.
The RockstAR experience is another example of how you can use tag technology to extend an interactive in-store experience to a customers’ mobile device. Wishlists, shopping carts, mobile content delivery, product ratings & reviews and wayfinding are some of the examples of how tag technology can be used to change the way people shop in retail.
Check out our pictures from the event.