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| Image sourced online |
"Extraordinary Experiences, Extraordinary Technology"
I’ve had to compile a lot of research recently on
Experience Design and Production companies in the UK. You may have never heard
of this, which is fine, but take note as they are revolutionising the way we
shop. UK Company Inition is a prime example of a successfully established company
who works with emerging technologies to create immersive Instore installations
and experiences.
Inition are a London based consultancy
who supply and integrate technology into retail spaces. They specialise in
producing installation based experiences that combine creative and
technological elements across the UK and internationally. Inition formed in
2001 and since have developed and utilised technologies such as augmented
reality, virtual reality, holographic displays, 3D printing and 3D scanning.
Inition showcase their work in their 2,000sq feet Shoreditch demo studio where
clients are able to book tours to view their products. They work closely with
IT teams and technicians and have collaborated with numerous creative partners
such as fashion designer Gareth Pugh, film producers and retailers such as
Topshop, Vodafone, Selfridges and Nissan which has built them a strong
reputation in the UK.
In 2014 Inition famously used
Oculus Rift headsets to provide five lucky Topshop shoppers to sit in the
window of their Oxford Street Store and visualise a 360 degree viewing of their
London Fashion Week catwalk show. The interactive live telepresence experience
enabled Topshop’s show to be viewed by an audience who wouldn’t have been
likely to witness it in real life, giving fans the perfect opportunity to get
closer to the brand. The event also increased footfall in the Oxford Street
store due to a three day extension where all customers were able to view the
show once it had already taken place. This particular project also won ‘Project
of the year’ at the BT Retail Week Technology Awards 2014.
Technology whether we like it or not, is an inevitably
large part of our shopping experience now and under Government legislation, is
only going to continue to get faster and more convenient; “The
Government's rollout of superfast broadband has reached more than 1 million
homes and businesses across the UK (as of August 2014). The £1.7 billion
nationwide rollout is firmly on track to extend superfast broadband to 95% of
UK homes and businesses by 2017.” (The Creative Industries, 2015) This indicates
that the UK is in the perfect position to take full advantage of Omni channels
across creative platforms due to easy, digital accessibility. This also means
that the XD industry is looking at a bright future.
Collaboration with Designer Gareth Pugh in the making of a virtual reality headset
