Recent developments in digital technology and consumer culture have created new opportunities for retail and brand event concepts which create value by offering more than solely marketing or transactions, but rather a place where passion is shared. This chapter will define the concept of ‘fashion space’ and consumer experience, and delves into strategies for creating experiences that both align with a brand’s ethos and identity and build brand communities. It will provide insight on creating strong shared brand experiences that integrate physical and digital spaces, AR and VR. These insights can be used for consumer spaces but also for media and buyer events, runway shows, test labs and showrooms. Since its launch in 2007, international fashion brand COS has focused on creating fashion spaces that build and reinforce a COS fashion community. COS retail stores with their extraordinary architecture, both traditional and contemporary, contribute stories and facilitate intense brand experiences. Moreover, COS’ dedication to share the artistic inspirations of its people led to collaborating on interactive and multi-sensory installations which allow consumers to affectively connect to the brand’s personality and values. Thus, the brand was able to establish itself firmly in the lifestyle of its customers, facilitating and developing their aesthetics and values. This is an Accepted Manuscript of a book chapter published by Routledge/CRC Press in "Communicating Fashion Brands. Theoretical and Practical Perspectives" on 03-03-2020, available online: https://www.routledge.com/Communicating-Fashion-Brands-Theoretical-and-Practical-Perspectives/Huggard-Cope/p/book/9781138613560. LinkedIn: https://nl.linkedin.com/in/overdiek12345
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The use of Augmented Reality (AR) in industry is growing rapidly, driven by benefits such as efficiency gains and ability to overcome physical boundaries. Existing studies stress the need to take stakeholder values into account in the design process. In this study the impact of AR on stakeholders' values is investigated by conducting focus groups and interviews, using value sensitive design as a framework. Significant impacts were found on the values of safety, accuracy, privacy, helpfulness and autonomy. Twenty practical design choices to mitigate potential negative impact emerged from the study.
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The purpose of this research is to investigate how Augmented Reality (AR) and Virtual Reality (VR) technologies influence the decision-making process in real estate investments. The research aims to understand how these technologies can enhance the decision-making process and provide insights into their potential to transform the real estate investment sector.
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PUBLIC PLAY SPACE promotes innovative and creative practices for the co-design of inclusive, cohesive and sustainable public spaces, through the use of games and digital technologies, in a transnational and European perspective, fostering the process of placemaking.Participation of citizens in the design of the public space is recognized as fundamental to build inclusive, cohesive and sustainable public space. As local governments grow more and more interested in civic participation, it becomes important to explore available methodologies addressing challenges related with participatory processes. Games have been proposed since the 1960s as a means of facilitating participatory processes by enabling cooperative environments to shape and support citizens’ interaction. The change led by Information and Communication technologies opens the debate on how advanced technologies, from video games to Virtual and Augmented Reality can help to open the process of co-creation to new audiences, enhancing citizen participation, both with respect to the design and space usage. PUBLIC PLAY SPACE aims to explore the process of development and use of innovative video-games for public space co-design through a wide range of actions targeted at education, knowledge production, debate rising and audience development; it will focus on the following actions:- On-line platform development;- State of the art book development;- 3 Creative & Capacity building workshops on advanced video-games co-development;- 3 Open-Game Events / Public space co-creation workshops with citizens (T: Neighbourhood associations, young people, citizens);- A Co-created touring exhibition on Games for placemaking, taking place in 6 cities;- 1 symposium on games for co-design;- Public Play Space experience book.