Razorfish

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.

Audi – Vorsprung durch Technik

Over the last couple of years Audi has been making a push to really differentiate itself from other luxury German car brands like BMW and Mercedes. They have produced a number of commercials that pushed lifestyle over engineering, but in the last six months or so Audi seems to have reversed course.

The latest TV spot they have released pushes Audi’s engineering to the front with high tech computer graphics, a color pallet that reflects the brands understated cool, and a look that promotes the technology in each car.

Produced by Razorfish, and directed by Ole Peters this 30 second spot has a nice blend of 3D computer graphics and live footage. It’s subtle and refined and makes an understated point about the quality of the cars and the 100 year old brand. Art Director Sven Gesner nails the look. Everything about this ad solidifies the Audi brand.