AR application and interaction

AR is augment reality, it combine reality and virtual to help people can communicate with subject by screen and webcam.

Image pressing of AR is more easier than VR(virtual reality) and save a lot of time in design.

there are some different ways to show animation,

- Image, webcam and software 

interactive game book

‘The aim of this interactive brochure is to help children to build a ladder by listening to the voice informations and finger pointing on several objects in the picture. This kind of digital game brings interactivity, fun and magic to traditional children's books.’ (AuReaTV, 2010)



－QR code, webcam and software

business card

BOW (2008), Janpan

Creating Brand Culture Value

I found this in Boots library, this dissertation was written by Katherine Lattaway, she was BA Graphic design student in 2006. this dissertation discussed how art and commerce use in design by retail window display. she chosen fashion field to investigate different designers and artists how to arrange and use their artwork in windows.

in window dressing trade, Katherine has mentioned Dali's. "Dali's intentions to make a new visual statement from within a window continued to inspire those who understood the potential power in display design" so she think although dominate window display design is under threat new technologies, with the development of technology development, expect some retailers go back to use previous methods of window styling, retail window display still can change and evolving. she give a example is Harvey Nichols Christmas window display "outer space" 2005.

this window use the other way to create Christmas scene, to image how alien spend Christmas day in space, rather than use traditional method to express this theme.  

and she also got point is "... Ultimately this dissertation will prove that even in the 21st Century, traditional window display serves as both a valuable artistic and commercial commodity."

based on those and my research, in my opinion, expect valuable artistic and commercial commodity used in window display. in this situation which digital product develop rapidly,  window display also serve as brand culture value. in doing so, the window of bookstore not only affording vision effect for commercial commodity, but also paying attention brand identity to building relationship with costumers.

The developed tendency of window display for bookstore

Nowadays,  fashion window display is very prosperous in UK. The typical example is Harrods and Selfridges’ window. In Christmas every years, those department stores’ window are decorated colorful and attractive to attract people eyes, and various forms display give visitors a great visual experience. I have a trip in this year Christmas in London,  I went to Selfridges to see window display, scene, digital, machine used in window displays are so fantasy and wonderful. (see below pictures)

Cynthia Shong is a visual merchandiser in China. She has mentioned a theory in her article. A great window display should has four conditions, they are the Visual Effect, Commercial Value,  Aesthetic Value and Brand Culture Value. and each value depends on store’s character and require to decide which value should express first. As we know, in window dressing,  except for Visual Effect in window display, most of branding put Commercial Value in the first. But some famous department stores, like Harrods and Selfridges in UK, their store window display trend to present Aesthetic and Brand Culture Value, in other world, they create a wonderful environment or atmosphere to engage passer-by’s experience and attract people go into store.

According to previous research, I think the window display should has three forms to present, first one is direct to display products to sale them, so the Commercial Value is primary. Like below example, this bookshop, Bookwise in Southwell, puts books in window to give visitors clear message to choose product.

Second is scene display, it emphasizes Aesthetic Value, whilst Commercial Value.  this form use different art techniques to provides an environment to talk a story, which will use in festival, season, culture etc.. through putting products in scene to achieve sale purpose. And it is still main form to display products in stores’ window in recently.     

And last one, I call it is decorated or conceptive display, the product just as decoration or there is no products in window. This form firstly comes from Salvador Dali’s Surrealism window display in 18^th century, it is a new visual statement from inspire to display in a window(Lattaeay, K., 2006). In general, just fashion stores’ window will use this way to dispaly at present. It based on Brand Culture Value and Aesthetic Value as main way to build long relationship with consumers. the example of es Galeries Lafayette Department Store is the one of typical store to use drama method to decorate window, we can see below picture,

And other wonderful example is the window display of Issey Miyake. the concept of Issey Miyake is simple and freedom, unconstrained by any preexisting rules or framework. This store’s window display use sheer fabric to hover over fans, the fabric drift with wind to create a moving experience. it do not display real products, rather than using art methods to create atmosphere to express branding concept and build brand loyalty. 

a creature-like moving window display featuring an undulating sheer fabric that hovers over eight computer controlled fans at Issey Miyake's ELTTOB TEP retail store. By WOW

this is other one in Issey Miyake

So for the bookshops, the form of window display is not diversified more than fashion stores. In traditional bookshops, the window is direct display and scene display, It can achieve Commercial Value and Aesthetic Value. Nowadays, changing bookstores’ appearance or interior is main form to engage people to go into store (see below)

Based on my research, I can see just few decorated or conceptive display are used in bookstores’ window. (see below) 

In general, nowadays, many bookshops take aim at commerce, but the problem is most bookstores have involved difficult position when faced threaten from new technologies. In my opinion, bookshops can use window dressing as reference to create a new way to change the traditional vision in window display. Meanwhile, book’s character as be a media to spread culture is different with fashion. So even we can not stop digital development, the window display still can bring the value for few survival bookstores in the future.

reference:

Cynthia Shong, 2012, Meaningful window design, [http://blog.sina.com.cn/s/blog_7dd5ee42010146zx.html]

Katherine Lattaway, 2006, Is the art of retail window display being lost through the use of technologhy? Nottingham trend unversity BA(HONS) Gra[hic Design.

05/02/2013 Tutorial

Today, we talked about the content within window and ‘Waterstones identity’, to think how to present a theme which link to Waterstones and use interative way to engage people experience. so the solution of prioritise for my project is

-       increase engament

-       a sense of belonging

-       being part of a community