Razorfish

Razorfish Helps Shopping Go a Little “Minority Report”.

This is a little bit cool, a little bit creepy, and a little bit “Minority Report“. Razorfish Emerging Experiences group has prototyped a next gen retail experience that uses Bluetooth Low Energy (BLE) indoor location-based tracking to serve up content to your smartphone, or live screens in proximity to you as you shop. By taking advantage of your smartphone’s connectivity, Razorfish was able to see movements and identities of smartphones throughout retail environments. With this information they were able to gather data on who you are, when you entered, where you went, where you lingered, and when you left. Using this data, they were able to serve up relevant content to the shopper.

Razorfish is exploring using Bluetooth Low Energy (BLE) indoor position tracking to help integrate mobile experiences into a physical retail space. While the idea of pushing advertising, and other content to my phone is a bit creepy, there are other uses that Razorfish points out. Things like wayfinding systems to help guide shoppers through a crowded store or to less crowded checkout lines. In addition they point out that you could use the service to signal for in-store assistance.  For a full breakdown on the project click here to go to the Razorfish site.

Razorfish Emerging Experiences’ “Flight Deck” for SFO.

Last week I was traveling through San Francisco International airport so I had the privilege of seeing this first hand. It’s pretty amazing in person and the photos do not do it justice. Razorfish has created an immersive experience that tries to recapture the golden age of travel, before jetliners became the Greyhound busses of the skies.

There are three total components to the entire experience; an interactive and real time large scale projection, the multi-touch kiosks, and the mobile  component. “Flight Deck” Featuring massive digital displays customers can see real-time flight information and updates, and interact with 6 touchscreen kiosks that feature interactive content about the San Francisco bay area, and the destinations the airport serves world wide.The entire service is connected to a mobile service allowing travelers to be connected even on the go.

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While the primary experience lives at Terminal 3, with the projected visualization functioning as a beacon calling on all SFO guests to contribute to the global SFO travel story, the total experience extends beyond SFO in the end. If you are traveling through San Francisco and have the time, I highly recommend stoping by to see this. For more info on Flight Deck, click here.

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Razorfish Emerging Experiences – KinectiChord

 

About a week ago at the Cannes Lions International Festival of Creativity, Razorfish Emerging Experiences Lab debuted our their latest creation, the KinectiChord. KinectiChord is a multiuser, multisensory experience that blends physical and digital experiences in an unexpected and delightful way.

The device was on display in the Microsoft Advertising Beach Club over the course of the festival and participants were encouraged to interact with the device. The KinectiChord experience allows multiple users to see, hear and feel technology like never before. It’s a really nice blend of art and technology that extends the overall user experience. It’ll be interesting to see where Razorfish takes this in the future.

Razorfish is Planning to Enhance Your Consumer Experience.

While parts of this video might seem like an impractical way to experience a shopping experience, I guarantee you this is in your near future. As smart phones, tablets, interactive signage, and devices like Microsoft’s Surface and Kinect become more ubiquitous, this kind of experience will be more common. The example below centers around shopping for clothes, and actually eliminates trying things on. I doubt that step will ever go away, but this kind of digital interaction combined with real world experiences is coming.

Razorfish’s Emerging Experiences Lab.

If you want to be a cutting edge design firm that focuses on immersive digital experiences that blend with physical products you need to follow Razorfish’s lead. The Atlanta based Emerging Experiences lab is perfect example of how Razorfish is creating cutting edge design and advertising experiences that work.

“From concept to completion, the Emerging Experience Practice is a one-stop shop for clients looking to collaborate with a team of committed, enthusiastic specialists to ultimately create custom solutions that are grounded in the reality of business. The Lab is a unifying space not only for emerging technologies, but also for designers, developers, strategists, and stakeholders too.”

“Audi City London”, An Immersive Digital Dealership Experience.

Working for a solid year, Audi and Razorfish have completed a new flagship showroom for Audi that will be open near Piccadilly Circus in London, just ahead of the 2012 Olympic games.

Developed using the Kinect Razorfish has created an immersive world world that allows potential buyers to glean even more information about Audi’s line of cars by interacting directly with touch-screen panels, interactive video walls, physical touch surfaces, and objects that react to touch, and screen simultaneously. Watch the video below to get a full sense of what they have created.  There is even more information available on Razorfish’s Emerging Experiences Blog.

“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.”

Razorfish’s 5D Connected Retail Experience.

Razorfish is one of those companies that has been around long enough that when they prototype a possible digital experience I tend to take notice. This is no exception. It’s hard to tell how much of this is smoke and mirrors (I’m betting much less than half), but the end result of the video looks very possible.

Using the Windows mobile OS, Windows 8 with the Metro interface, and a Microsoft Surface table, you get a solid idea of where Razorfish sees the shopping experience going in the near future. Based on what they show in this video, I think all of it is possible, especially when you combine it with something like a Kinect.

The integration of mobile devices with a Microsoft Surface is nothing new. I saw this very concept being used at a Sprint Flagship store over a year ago. How Razorfish sees all of these devices interacting over the shopping experience is a newer and unique approach to the concept. Here’s to the future.

Fresh out of R&D from the Razorfish Emerging Experiences team is a product code-named “5D”. 5D started out as an idea to re-invent personal shopping. Our goal was to create a retail experience platform for both consumers and sales associates that enables multi-channel sales through immersive and connected digital devices in retail environments. And the only way to do it is to seamlessly integrate five key components – devices, content, experiences, analytics and CRM with a touch of digital magic!

The team announced 5D at the 2012 NRF Convention & Expo in New York City in partnership with NEC and Microsoft. Leveraging Windows Embedded, Microsoft Surface, MS Tag, Windows Phone and Kinect for Windows we created a prototype around a fictitious brand “Razorfashion” that demonstrates how various touch points along the customer journey can attract consumers into the store, drive product engagement and arm store associates with more contextualized digital tools.