Retail is going phygital. This Curiosity-designed Tokyo store leads the way

To give our audience eyes and ears into the live judging sessions that took place at Frame Awards 2020, we're sharing coverage of the insightful jury conversations that decided the winning projects. Below, we celebrate the recipient of the award for Best Use of Digital Technology: Hipanda by Curiosity. Find the full collection of reports in our newly released May/June 2020 issue, Frame 134.

Tokyo – Today’s retailers are concerned with finding ways to draw consumers from the online realm back into their brick-and-mortar stores. ‘Everything is about the experience you can create for the customer. “Luxury” right now is not about price or quality; it’s about time, experience and the inspiration you can find in a space.’ Curator Valentina Guidi Ottobri spoke these words with the winning project in mind: the Hipanda flagship in Tokyo.

When entering the Curiosity-designed store, visitors can use augmented reality (AR) to find and follow the ‘invisible’ host: a panda bear. According to the jury, the moving virtual sculptures that appear in the middle of the showrooms are yet another example of the selected media being applied with precision and artistry to tell the story of both the character and of the brand. Alongside AR, various mechanical technologies – smart rotating displays, for example – are ingeniously implemented.

The jury praised Curiosity’s Gwenael Nicholas for his perfect execution of a phygital world for Hipanda.

The jury felt that Gwenael Nicholas of Curiosity had perfectly executed a phygital world. By paying equal attention to the store’s physical and digital elements, he created a strong and clear dialogue between the two. Stefan Diez, founder of Diez Office, said the project showed a ‘strong refinement of expression in the physical space, in which digital elements are applied seamlessly’.

curiosity.jp

Read more about the project here. The People’s Choice award went to Lab100 by Cactus.

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