The highly anticipated third season of “Emily in Paris” has caused a major marketing trend in the fashion industry by showcasing innovative technology in the retail space. One particular scene in the show caught viewers’ attention, featuring Pierre Cadault, a renowned Parisian couturier, using cutting-edge technology to interact with customers in his newly opened store. This futuristic concept has sparked the imagination of fashion enthusiasts, who are now contemplating the possibility of digitally connecting with their favorite fashion icons in the future.
Ian Schatzberg, co-founder of branding agency General Idea, believes that although direct communication with fashion figures through digital mediums may not be a reality in the near future, consumers can expect to see immersive technology tools at retail stores. General Idea has been at the forefront of utilizing screen technology in various projects with brands like Prada and Swarovski over the past 18 months. Schatzberg notes that there is a growing demand for customized experiences and artwork designed specifically for physical retail environments using screens.
Traditionally, brands have relied on campaign materials for their retail spaces. However, the increasing desire for unique storytelling experiences has prompted marketers to explore the capabilities of screen technology. Early applications of retail screens involved displaying static campaign images or videos. However, advancements in technology have allowed for higher resolutions and more immersive experiences, leading to a greater integration of screens in retail spaces in creative and imaginative ways.
For instance, DressX and Printemps collaborated on a project that allowed customers to “try on” digital clothing. By standing in front of a screen, customers’ physical forms were captured, and a digital garment was layered over them. They could record videos of themselves wearing different outfits and even make purchases through store associates. Another example is a recent Vans campaign that used augmented reality (AR) to transform stores into creative billboards.
Schatzberg highlighted General Idea’s work with Swarovski on a screen project that created an immersive experience around the brand’s holiday campaign, “Open the Wonder.” The campaign featured life-size Swarovski gift boxes and Bella Hadid interacting with the jewelry inside. General Idea used physical and CGI set elements to bring this vision to life.
General Idea’s innovative work extends beyond fashion, with collaborations with brands like Dior, Byredo, and Lego. Schatzberg emphasizes that tech tools have become more accessible and affordable, allowing for greater creativity and possibilities in the creative process. He believes that the merging of storytelling, technology, and physical spaces is limitless, transforming not only the shopping experience but also the overall perception of cities.
As technology continues to become more accessible and affordable, the use of screens and immersive environments is expected to increase across various settings, from luxury stores to train stations and airports. The prevalence of this technology is evident in its appearance in “Emily in Paris,” demonstrating its potential to shape the future of cities and our perception of urban environments. Ultimately, this major marketing trend is reshaping how brands engage with consumers, creating unique and immersive experiences at the point of sale.
