이 프로젝트는 아모레퍼시픽 크리에이티브 센터의 선행디자인 프로그램인 Creative Partners 를 통해 제안한 아이디어에서 시작되었습니다.
Planning experiential content using AR
AR을 이용한 체험 컨텐츠 기획
AMOREPACIFICApr 30, 2024
Summary
As pop-up stores have become more active since the pandemic, it is not awkward to call
them ‘the golden age of pop-ups’. In order to captivate consumers who visit by choosing
a space where they can have a differentiated yet interesting experience, brands are
introducing pop-up stores that can satisfy this need, and recently, many interesting
experiential exhibitions can be seen.
The expectation level of audiences looking for Instagrammable elements such as photo
zones and experiences has increased significantly, and since access to digital is
not difficult and is accepted as natural play, customer experience elements are
important in planning exhibitions and pop-up stores. I started to worry about this.
Concept
Experience elements tailored to the concept are designed differently for each exhibition,
but often require large costs. I focused on the usability of AR, which can be created and
used simply and without cost. AR refers to a technology that mixes virtual images with
reality. It is different from VR, which shows a 100% virtual space, in that it is based
on reality. Of course, it cannot match the visual impact of a space that was actually
created at a cost, but I thought it would be an attractive tool for the digital-savvy
generation to enjoy and share.
AR tools
Before production, I thought about which AR development tool to use. The disadvantage
of Meta’s Spark AR is that it cannot create a single app, and it must be used only within
Meta’s own platforms, Instagram and Facebook. However, if you want to use it as part of
a pop-up or exhibition, I think it is an advantage to take advantage of the platform’s
accessibility and promotional effects. Users can experience AR directly through Instagram
and Facebook, making it a simple way to provide it to customers who use pop-ups and exhibitions
but do not necessarily want to install exhibition-related apps.
How to use AR
How to use AR
I examined its use in three ways. The first is used as an event for pop-up synergy,
the second is used as an element to convey information that can be somewhat difficult
and boring beyond the space limit, and such content is continuously uploaded to the
team Instagram, providing vitality to operations. It is a one-way method.
Instagram filter “Take a photo with your favorite”
While holding a mise-en-scène pop-up at Amore Seongsu, we created a filter
with the theme “Taking a photo with your favorite person” using the source
of Mz’s favorite ambassador.
Process
Result
How to use
Easily convey difficult information, “See More QR’
Next, we wanted to take advantage of the characteristics of delivering detailed information
and images beyond the limitations of paper space. We would like to utilize the exhibition
characteristics of >Beauty Scientist’s House<, which conveys a lot of difficult information,
and target the MZ generation who are not afraid of using electronic devices and are familiar with video media.
