15 AUG 2022 • RETAIL
A PHYGITAL BANGKOK INSTALLATION SHOWS HOW THE METAVERSE CAN BENEFIT BRICKS-AND-MORTAR RETAIL
Location
194 Phaya Thai Rd, Khwaeng Pathum Wan, Khet Pathum Wan, Krung Thep Maha Nakhon 10330, Thailand
Design
Collaboration
NIMIT Studio, Cryptomind, Fairtex
Marrying the digital and physical worlds, the Future Lab installation at the Siam Discovery shopping mall in Bangkok helps to activate an individually tailored retail experience.
Key features
Siam Discovery, a shopping mall in Bangkok, Thailand, merges the physical and digital worlds together with a new phygital retail activation. Fight for the Future, the name of the third volume of the shopping centre’s Future Lab, is its first online-to-offline (O2O) venture. Each iteration is aimed at activating a unique shopping experience with a different theme. The present installation is based on the central theme of boxing, with training bags and boxing-ring flooring dressing the space. Merchandise from mixed martial arts gear from Thai boxing equipment brand Fairtex lines its walls. A QR code is placed in the centre of the space, granting visitors access to the OneSiam App, where they can access the Sandbox metaverse. Besides discount codes and special offers in the app, customers can create an avatar and engage in augmented reality experiences as well as personalize boxing gear, which they can also do in the physical space.
Frame’s take
The relationship between physical and digital commerce has been presented as a competition with online platforms skimming the customer base from bricks-and-mortar stores. Though the relationship can actually be of a symbiotic nature, as demonstrated by Siam Discovery’s phygital retail installation. The space enables guests to tailor their own shopping experience by employing the metaverse. The power of such retail activations attract digital natives as much as they do more traditionally oriented consumers because they utilize the strengths of in-person and online commerce. Metaverse activations by brands and retailers alike have been on the rise, and the technology's integration into the physical world demonstrates how it can really bolster the in-person shopping experience.
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