Radiant; Augmented Store by Natuzzi Italia in London

By Nazokat Tokhirova

Imagine walking around, shopping in a furniture store, all the products are displayed on a horizontal surface. Then, you feel like changing the colour of the furniture or you want to see how it would look like with certain detail changes. Maybe you want to share your experience with someone and get advice. If only all your preferences, imaginations with the product could be visualised instantly in the store.

This engaging and exciting shopping experience has been brought to life by Natuzzi Italia, one of the most important global players in furniture industry. In order to make the shopping experience more fun and helpful, the company developed a New Customer Journey in partnership with Microsoft and Hevolvus Innovation.

This mixed reality system allows the customer to dive into an endless virtual showroom without needing too much space. Virtual and Augmented reality, Holographic display, advanced 3D modelling all combined with an immersive headset, of course, gives an opportunity to the customer to have a 360 degree view of the project. Customers can test different colours, materials, textures and thus, create the best design solutions for their homes.  In completion of the journey, customers can take the recording and share it with their families.

The Augmented store was launched to celebrate the brand’s 60th anniversary but also to cherish London Design Festival 2019 at the same time. Creating harmony in home, blending designs, functions, materialise colours have always been the mission for Natuzzi Italia. Large investments on Research &Development to bring high-tech structural materials, foams and innovative fibres are intended to add greater experience of wellness and health.

“The Natuzzi Augmented Store is a revolution in the interior design and decoration. We have worked with our partners on new customer journey to give consumers an idea of their homes in a way that makes they fall in love. 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.”-says Creative Director and Stylist, Pasquale Junior Natuzzi.

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