More than a Gimmick:
Augmented Reality
for Interior Design
is Here to Stay
3 Oct 13 - AMSTERDAM
Gabriela Aguirrezabal
The Retailers’ Challenge
The Consumers Perspective
Ikea’s Case
Decolabs App
Future Developments inTechnology
INTHIS PRESEN...
RETAILERS CHALLENGE
Consumers no longer go shopping...
they are always shopping.
RETAILERS MAIN CONCERN
Showrooming
“40% of consumers navigate social networking sites in search
of user commentary and product reviews”
- according toTNS
The...
CONSUMERS’ PERSPECTIVE
SHOWROOMS ARE BIG
Cassina in London www.domusweb.it
often bigger than the average house
Felicity Nove, Measurements of Space in a Fractal Structured Vacuum, installation
http://www.ves.fas.harvard.edu/measure.h...
http://www.marksandspencer.com/Will-it-Fit-Buying-Guides-Interior-Ideas-Home-Furniture/b/213819031
WILL IT FIT?
Luckily so...
http://www.marksandspencer.com/Will-it-Fit-Buying-Guides-Interior-Ideas-Home-Furniture/b/213819031
WILL IT FIT?
... if you...
OOPS!
14% have bought a wrong-sized piece of furniture - IKEA
THE CONSUMER PERSPECTIVE
http://evanandkatelyn.com/tag/couch/
Evan & Katelyn’s buying experience
http://evanandkatelyn.com/tag/couch/
Old Couch in Old Apartment: Looking cozy!
THE CONSUMER PERSPECTIVE
http://evanandkatelyn.com/tag/couch/
Old Couch in New House: Looking... different.
THE CONSUMER PERSPECTIVE
http://evanandkatelyn.com/tag/couch/
Looking for a new couch in the showroom.
THE CONSUMER PERSPECTIVE
http://evanandkatelyn.com/tag/couch/
But... how will it fit?
?
THE CONSUMER PERSPECTIVE
http://evanandkatelyn.com/tag/couch/
Solution: Measure ... and mark with masking tape!
THE CONSUMER PERSPECTIVE
http://evanandkatelyn.com/tag/couch/
She knows it fits, but she can’t visualize it.
THE CONSUMER PERSPECTIVE
http://evanandkatelyn.com/tag/couch/
Tips & tricks anyone?
“Anyone else have any tips or tricks for furniture buying?
We a...
CASE: IKEA
Ikea researched their customers’ habits and found that:
14% have bought a wrong-sized piece of furniture
70% do...
IKEA SOLVINGTHE PROBLEM
with augmented reality.
VISUALIZING
one item at a time.
EXPLORE
Browse through the catalog.
Add to favorite Rich catalog information
SIMULATE
Take a photo, or walk around.
PHOTOVIEW
Take a picture, define the scale and insert furniture.
1. 2.
Move the pin points to
your reference points
3. 4.
PHOTOVIEW
Adjust the scale
PHOTOVIEW
The perspective follows the angle of the camera.
Print your floor plan and take a photo
holding the iPad paralle...
REAL-TIMEVIEW
Place the markers, insert furniture and walk around it.
2.1.
REAL-TIMEVIEW
3. 4.
REVIEW
Share with your community.
4.
1. 2.
REVIEW
3.
Saved to “My Rooms”
to work on it later.
YOUR IPAD BECOMESTHE CATALOG
...and every home becomes a showroom.
WHAT DOESTHIS MEAN FOR BRANDS?
(and retailers)
WHITE LABEL APP
Your brand, your catalog...
...your customers, your analytics dashboard.
CONSUMERS RETAILERS ANALYTICS DASHBOARD
Marketing insights from a valuable
audience with high buying intention.
THEY LOVET...
Upload a 3D model of a design
that is not in production yet!
TEST BEFOREYOU LAUNCH
Market research tool for pre-launching ...
Social reviews are preferred
by a 4:1 margin over advice
from store employees.*
71% want to access digital
content in the ...
AUGMENTED REALITY
Allows brands to merge the online & offline retail environments
to offer a more holistic and immersive cu...
AND IT WILL ONLY GET BETTER
Image based lighting:
virtual objects reflecting light.
http://www.youtube.com/watch?v=YxxCjV-2...
AND IT WILL ONLY GET BETTER
Object occlusion:
making it possible to put a virtual object behind a real one.
http://vimeo.c...
FEATURED IN:
AUGMENTED REALITY
for interior design, is already passed the gimmick phase.
It is a tool to help brands, reta...
info@decolabs.com
Thank you
eHome & Deco 2013 - Gabriela Aguirrezabal - Decolabs
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eHome & Deco 2013 - Gabriela Aguirrezabal - Decolabs

  1. 1. More than a Gimmick: Augmented Reality for Interior Design is Here to Stay 3 Oct 13 - AMSTERDAM Gabriela Aguirrezabal
  2. 2. The Retailers’ Challenge The Consumers Perspective Ikea’s Case Decolabs App Future Developments inTechnology INTHIS PRESENTATION
  3. 3. RETAILERS CHALLENGE Consumers no longer go shopping... they are always shopping.
  4. 4. RETAILERS MAIN CONCERN Showrooming
  5. 5. “40% of consumers navigate social networking sites in search of user commentary and product reviews” - according toTNS The online and offline retail environments are merging. THE ROPO* EFFECT * Research Online Purchase Offline
  6. 6. CONSUMERS’ PERSPECTIVE
  7. 7. SHOWROOMS ARE BIG Cassina in London www.domusweb.it often bigger than the average house
  8. 8. Felicity Nove, Measurements of Space in a Fractal Structured Vacuum, installation http://www.ves.fas.harvard.edu/measure.html CONSUMERS MAIN CONCERNS Is the size ok? Will the style match?
  9. 9. http://www.marksandspencer.com/Will-it-Fit-Buying-Guides-Interior-Ideas-Home-Furniture/b/213819031 WILL IT FIT? Luckily some retailers have good tips...
  10. 10. http://www.marksandspencer.com/Will-it-Fit-Buying-Guides-Interior-Ideas-Home-Furniture/b/213819031 WILL IT FIT? ... if you are willing to read...
  11. 11. OOPS! 14% have bought a wrong-sized piece of furniture - IKEA
  12. 12. THE CONSUMER PERSPECTIVE http://evanandkatelyn.com/tag/couch/ Evan & Katelyn’s buying experience
  13. 13. http://evanandkatelyn.com/tag/couch/ Old Couch in Old Apartment: Looking cozy! THE CONSUMER PERSPECTIVE
  14. 14. http://evanandkatelyn.com/tag/couch/ Old Couch in New House: Looking... different. THE CONSUMER PERSPECTIVE
  15. 15. http://evanandkatelyn.com/tag/couch/ Looking for a new couch in the showroom. THE CONSUMER PERSPECTIVE
  16. 16. http://evanandkatelyn.com/tag/couch/ But... how will it fit? ? THE CONSUMER PERSPECTIVE
  17. 17. http://evanandkatelyn.com/tag/couch/ Solution: Measure ... and mark with masking tape! THE CONSUMER PERSPECTIVE
  18. 18. http://evanandkatelyn.com/tag/couch/ She knows it fits, but she can’t visualize it. THE CONSUMER PERSPECTIVE
  19. 19. http://evanandkatelyn.com/tag/couch/ Tips & tricks anyone? “Anyone else have any tips or tricks for furniture buying? We are still kinda winging it so, if you’ve got any tricks up your sleeve, spill!” - Katelyn THE CONSUMER PERSPECTIVE
  20. 20. CASE: IKEA Ikea researched their customers’ habits and found that: 14% have bought a wrong-sized piece of furniture 70% don’t know how big their homes really are
  21. 21. IKEA SOLVINGTHE PROBLEM with augmented reality.
  22. 22. VISUALIZING one item at a time.
  23. 23. EXPLORE Browse through the catalog. Add to favorite Rich catalog information
  24. 24. SIMULATE Take a photo, or walk around.
  25. 25. PHOTOVIEW Take a picture, define the scale and insert furniture.
  26. 26. 1. 2. Move the pin points to your reference points 3. 4. PHOTOVIEW Adjust the scale
  27. 27. PHOTOVIEW The perspective follows the angle of the camera. Print your floor plan and take a photo holding the iPad parallel to the ground.
  28. 28. REAL-TIMEVIEW Place the markers, insert furniture and walk around it.
  29. 29. 2.1. REAL-TIMEVIEW 3. 4.
  30. 30. REVIEW Share with your community.
  31. 31. 4. 1. 2. REVIEW 3. Saved to “My Rooms” to work on it later.
  32. 32. YOUR IPAD BECOMESTHE CATALOG ...and every home becomes a showroom.
  33. 33. WHAT DOESTHIS MEAN FOR BRANDS? (and retailers)
  34. 34. WHITE LABEL APP Your brand, your catalog... ...your customers, your analytics dashboard.
  35. 35. CONSUMERS RETAILERS ANALYTICS DASHBOARD Marketing insights from a valuable audience with high buying intention. THEY LOVETO USE IT & you get their data.
  36. 36. Upload a 3D model of a design that is not in production yet! TEST BEFOREYOU LAUNCH Market research tool for pre-launching new products and test how the market reacts.
  37. 37. Social reviews are preferred by a 4:1 margin over advice from store employees.* 71% want to access digital content in the store.* 70% of consumers trust brand recommendations from friends.** BUILD A COMMUNITY for online ratings and reviews. Sources: *Cisco http://blogs.cisco.com/retail/retailers-must-catch-and-keep-todays-demanding-digital-shoppers/ ** Forrester Research http://mashable.com/2013/03/21/70-percent-brand-recommendations-friends/
  38. 38. AUGMENTED REALITY Allows brands to merge the online & offline retail environments to offer a more holistic and immersive customer experience. Image by David Scudder
  39. 39. AND IT WILL ONLY GET BETTER Image based lighting: virtual objects reflecting light. http://www.youtube.com/watch?v=YxxCjV-2y_E
  40. 40. AND IT WILL ONLY GET BETTER Object occlusion: making it possible to put a virtual object behind a real one. http://vimeo.com/72261805
  41. 41. FEATURED IN: AUGMENTED REALITY for interior design, is already passed the gimmick phase. It is a tool to help brands, retailers and consumers alike.
  42. 42. info@decolabs.com Thank you

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