As our world technologically evolves, it is comforting to know how to make things. Craft may be thought of as an old term, but the process enriches lives, and preserves words, visions and insights across generations. As our expectations are constantly changing and as new technology emerges, it is vital to emphasize that craft is just as important today as it was in the medieval era of the guilds. By partnering with Hermes, a French manufacturer of quality goods established in 1837, this project integrates augmented reality, AR, into a specific, time honored, brand experience. Silk Bar proposes to intertwine heritage, traditions, and history. The interactive display case showcases an unchanging commitment to craftsmanship.
There is room for innovation in the retail space using emerging AR technology. On rollover, information about the scarves’ artwork is revealed and historical connections associated with the patterns emerge on the screen. Silk Bar enriches and facilitates shopping experiences. Silk Bar scaffolds an experience where craft is emphasized to change the retail service model. AR can be implemented within store environments and coexist by the side of physical products in an elegant and meaningful way. Digital layering of content is an avenue for new consumer engagement and adds value to a consumer’s journey. Visitors are introduced to unfamiliar products via a sustainable medium in the future of high-end retail. With the integration of powerful narratives, Silk Bar serves a purpose in the luxury industry. The display case is a strategic tool because it mediates and lowers intimidation levels felt by consumers in luxury environments. The project crosses the boundaries between craft and technology and embraces the synergies between retail and technology. Silk Bar enhances the future of display cases and the next generation of retail displays.
According to CEO Robert Chevez, Hermes’ goal in the next few years is to make technology the craftsmanship of the future. This project is in alignment with that vision. In 1937 Silk scarves were first made by Hermes and six generations later, there are many stories for the brand to share.
So what is AR? Who is using it? And why is AR valuable? The term ‘augmented reality’ was coined in the 1960s and later in the 1990s further developed by a team of people including Thad Starner at MIT. Starner is now head of the google glass project. AR is cutting edge technology which adds a layer of digital information over the physical environment in real time, most commonly done with a smartphone or tablet device. Augmented Realities are rules defined by designers to supplement the real world. AR now uses rich images instead of just text and QR codes for interactive experiences. With an application like aurasma, users scan flat objects, specifically markers to trigger the appearance of animated content.
*All the photos in the movie were taken by Marisa