design:retail - November/December 2019 - 40
DESIGN:RETAIL
NOV/DEC 2019
The Augmented Showroom
ITALIAN FURNITURE RETAILER NATUZZI'S LATEST STORE COMBINES
VIRTUAL AND AUGMENTED REALITY, HOLOGRAPHIC DISPLAYS AND
ADVANCED 3-D INTERIOR DESIGN CONFIGURATORS
By Mark Faithfull
brand Natuzzi has opened an
"Augmented Store" within its New York showroom
on Madison Avenue, which enables customers
to enter a digitally rendered version of their own
home in virtual reality (VR) and populate it with
Natuzzi pieces. To interact with the technology,
customers don a Microsoft HoloLens 2 headset to
enter their re-created "home environment," where
they can rearrange products and change patterns,
finishes and colors.
Natuzzi worked with Microsoft and mixedreality specialist Hevolus Innovation to develop the
concept, and it plans to roll out the technology to
further stores, with the objective to make the system
➞ THE ITALIAN FURNITURE
available in every Natuzzi shop worldwide by the
end of 2020.
To realize the customer's home in VR, Natuzzi
uses photographs, measurements and even CAD
40
files to generate an accurate 3-D rendering of the
space. This primarily focuses on architectural elements, such as walls, floors, ceilings, doors and
windows. However, some important personal
décor can also be included, and Natuzzi undertakes
this process before the customer visits the store,
decorating the digital environment from its product library as a starting point.
From a practical perspective, the system also
allows the company to shrink its in-store inventory
and, therefore, its footprint.
"The Natuzzi Augmented Store is a revolution in
interior design and decoration. We have worked
with our partners on a new customer journey to
give consumers an idea of their homes in a way
that makes them fall in love," says Pasquale Junior
Natuzzi, creative director. "We let them walk their
home, virtually showing our collection without
boundaries. The Mixed Reality system gives us an
incredible opportunity to lower the stock and the
inventory in our stores, and increase the sales per
square foot."
PHOTOS COURTESY OF NATUZZI
PLUGGED IN
design:retail - November/December 2019
Table of Contents for the Digital Edition of design:retail - November/December 2019
design:retail - November/December
Contents
From the Editor
Insider Insights
Happenings
Mingle
Clicks & Mortar: Framebridge
Site Visit: The Container Store Custom Closets
Site Visit: Iconsiam
On Trend: stackt
Spec Sheet: Sustainable Design
Hands-On Retail: Freitag
Clicks & Mortar: Amerisleep
Site Visit: ThirdLove
Plugged In: Natuzzi
Connected Store: The Vitamin Shoppe
By the Numbers: BOPIS and ROI
Tech News
Nordstrom Nyc
New York Retail
2019 Buyers’ Guide
Moment
design:retail - November/December 2019 - Intro
design:retail - November/December 2019 - CT1
design:retail - November/December 2019 - CT2
design:retail - November/December 2019 - design:retail - November/December
design:retail - November/December 2019 - Cover2
design:retail - November/December 2019 - 1
design:retail - November/December 2019 - 2
design:retail - November/December 2019 - 3
design:retail - November/December 2019 - 4
design:retail - November/December 2019 - 5
design:retail - November/December 2019 - Contents
design:retail - November/December 2019 - 7
design:retail - November/December 2019 - 8
design:retail - November/December 2019 - 9
design:retail - November/December 2019 - From the Editor
design:retail - November/December 2019 - 11
design:retail - November/December 2019 - Insider Insights
design:retail - November/December 2019 - 13
design:retail - November/December 2019 - 14
design:retail - November/December 2019 - 15
design:retail - November/December 2019 - Happenings
design:retail - November/December 2019 - 17
design:retail - November/December 2019 - 18
design:retail - November/December 2019 - 19
design:retail - November/December 2019 - Mingle
design:retail - November/December 2019 - 21
design:retail - November/December 2019 - 22
design:retail - November/December 2019 - 23
design:retail - November/December 2019 - Clicks & Mortar: Framebridge
design:retail - November/December 2019 - 25
design:retail - November/December 2019 - Site Visit: The Container Store Custom Closets
design:retail - November/December 2019 - 27
design:retail - November/December 2019 - Site Visit: Iconsiam
design:retail - November/December 2019 - 29
design:retail - November/December 2019 - On Trend: stackt
design:retail - November/December 2019 - 31
design:retail - November/December 2019 - Spec Sheet: Sustainable Design
design:retail - November/December 2019 - 33
design:retail - November/December 2019 - Hands-On Retail: Freitag
design:retail - November/December 2019 - 35
design:retail - November/December 2019 - Clicks & Mortar: Amerisleep
design:retail - November/December 2019 - 37
design:retail - November/December 2019 - Site Visit: ThirdLove
design:retail - November/December 2019 - 39
design:retail - November/December 2019 - Plugged In: Natuzzi
design:retail - November/December 2019 - 41
design:retail - November/December 2019 - Connected Store: The Vitamin Shoppe
design:retail - November/December 2019 - 43
design:retail - November/December 2019 - By the Numbers: BOPIS and ROI
design:retail - November/December 2019 - 45
design:retail - November/December 2019 - Tech News
design:retail - November/December 2019 - 47
design:retail - November/December 2019 - Nordstrom Nyc
design:retail - November/December 2019 - 49
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design:retail - November/December 2019 - 55
design:retail - November/December 2019 - New York Retail
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design:retail - November/December 2019 - 64
design:retail - November/December 2019 - 65
design:retail - November/December 2019 - 2019 Buyers’ Guide
design:retail - November/December 2019 - 67
design:retail - November/December 2019 - 68
design:retail - November/December 2019 - 69
design:retail - November/December 2019 - 70
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design:retail - November/December 2019 - Moment
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