design:retail - July 2018 - 16

designer picks

016

Sensory
Immersion

CRAIG KAVICKY
VICE PRESIDENT, CLIENT SERVICES
LEXTANT

ckavicky@lextant.com

HERE ARE FIVE basic senses of the hu-

man body, but some believe there are
nine senses, which go beyond taste,
touch, hearing, sight and smell to include thermoception, balance, body awareness and pain.
Shoppers' senses are subtly-and not so subtly-
engaged to encourage browsing and buying. For
successful sensory immersion, retailers must understand the ideal shopper experience to delight
the appropriate senses that support the brand's
promise and functional benefits. Here are five
examples of retail sensory experiences that have
caught our eye:

1. Tangible

The Museum of Ice Cream, currently stationed in San
Francisco, is an entire 60-minute experience focused on
immersing guests in the world of ice cream. With 10
exhibits total, visitors can play in a pool of sprinkles, smell
mint in the mint exhibit and meet giant gummies in the
Gummie Garden. It's no surprise the museum recently
started selling their own brand of pints of ice cream.

2. Balance

adidas created a virtual reality (VR) experience that captures the thrill of extreme outdoor climbing by following
two accomplished climbers. The brand captured 360degree footage of their ascent of the Bavellas mountain
range on Corsica. At the end of the experience, viewers
are given a chance to virtually step into their shoes and
take on the mountain themselves. This experience
intentionally stimulates users' balance, along with sight,
sound and touch, as they virtually ascend the mountain.

3. Hearing

The Smithsonian has recently employed a humanoid robot
named Pepper that roams the different halls of the museum.
The goal is engagement: visitors can use Pepper to hear more
information on an art installation and learn about some of
the exhibits that are frequently overlooked. The use cases for
this interaction usually involve a conversation, but there is
an entertainment factor: Pepper also dances, entertains and
offers "selfies."

4. AI Immersion

DESIGNRETAILONLINE.COM

senses, and allows people to more easily imagine how a smart
home would work.

5. Low-Tech, Multisensory
Build-a-Bear Workshop is our favorite low-tech example of
multisensory perfection. No VR, AR or AI needed. Multiple
building activities allow consumers to see and touch, sound
inserts to hear and choose, and SCENTIment products to make
the memory unforgettable.

CRAIG KAVICKY IS VICE PRESIDENT OF CLIENT SERVICES AT LEXTANT,
A HUMAN EXPERIENCE CONSULTANCY FIRM. A VETERAN OF THE
DESIGN INDUSTRY, HE PREVIOUSLY WORKED AT FITCH AND BIG

Amazon's Experience Center allows consumers to walk into a
model home and experience what a connected home would
feel like. The Experience Center stimulates nearly all of the

JULY 2018

↑ Museum of Ice Cream

GLOBALSHOP.ORG

RED ROOSTER, AND HE NOW OVERSEES THE DEVELOPMENT OF
LEXTANT'S CLIENT SERVICES TEAM, LEADING LEXTANT'S CLIENTS
TO LONG-TERM SUCCESS.

Photo by KATIE GIBBS

http://www.DESIGNRETAILONLINE.COM http://www.GLOBALSHOP.ORG

Table of Contents for the Digital Edition of design:retail - July 2018