The customer
In 1966, the Van Doren brothers, Paul and Jim, together with Gordon Lee and Serge Delia, founded the Van Doren Rubber Company in California. The shoes they produced were made and sold directly to the public, until, within a few years, they became a symbol among skaters, as evidenced by the motto ‘Off the wall’, a slang phrase used while performing their tricks. After the crisis of the 1980s, due to fierce competition and a market flooded with counterfeits, the company began to expand internationally from 1991 onwards, launching new models, including snowboard shoes, and was renamed Vans, Inc., reflecting the fact that customers called the shoes ‘Vans’. On the occasion of the 50th anniversary since its founding, in 2016 the company decided to create a new logo to address a wider audience. The company is currently part of the VF Corporation.
The request
On the occasion of the Fashion Week 2022, the VANS Orefici shop in Milan wanted to to involve customers in a fully immersive Virtual Try On experience in the store, as part of the phygital project ‘Imaginary Wilderness’.
The solution
Together with our partner Grottini, we created a full screen experience on a 6 m x 3 m video wall, where different patterns, designed by artist Sarah Edith, were projected. Once in front of the screen, the visitor was engaged by the camera and had the opportunity to customize and virtually wear their outfit (hat, t-shirt or trousers), touching the screen to select their favorite combination, and sharing it on social networks.
In addition, the same patterns designed by the artist were physically printed inside the shop and were also used for the window fitting, featuring giant animals and origami. Thanks to this project, which merges the real and the virtual worlds, Grottini won the “Best in show – Phygital Customer Experience” at the Smart Retail Award.
Virtual Try On
in store
Benefits for the customer
The immersive Virtual Try On technology applied in store during the event in Milan not only amplified customer experience, but also generated engagement on social media, taking the brand to another level, compared to its competitors. Giving potential customers the chance to immerse themselves in a virtual reality, while remaining physically in the real world, engaged them and made them more likely to buy a VANS product, thus strengthening customer loyalty.
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Start your
digital metamorphosis now
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THE FORM
let’s connect
Start your
digital metamorphosis now
FILL
THE FORM
