The Future Consumer Experience – Super Talks at Tent London 27th March 2017

Group Partner at I-AM and Director of 3D Design, Pete Champion, joined a panel of speakers and fellow creative professionals at Super Talk, an event curated by Design Exchange magazine and part of the London Design Festival 2014, at Tent London on September 18.

The Future Consumer Experience’ debate tackled questions and issues around virtual showroom design, the experience of store versus online shopping and the immersion of a ‘best of both worlds’ scenario for brands.

With extensive knowledge in creating award-winning showrooms featuring a blend of virtual and physical environments, Pete focused his talk on ‘Trends in Showroom Design’.

Pete stated that customer journeys are at the heart of showroom design, independent of medium. He said that brands are increasingly optimising the human experience for the right encounter with the brand, during the right psychological moment. This was demonstrated through examples of showrooms where two previously competing worlds are now coming together to reinforce each other and create a richer human experience.

Citing C.P. Hart, Douglas & Gordon, Domus and Audi as examples of “showrooms of the future” – Pete identified that their physical showrooms are being utilised as curated spaces that offer a selected number of items.

The offer is amplified into the digital world through a number of digital portals including multi-screens and simulators. Whilst the physical space helps to create an emotional bond with the customers, the digital link allows consumers to create their bespoke end product. The result is a customised and tailored experience and record of their shopping journey.

Pete concluded that the blend between virtual and digital is becoming more seamless. It’s not about competitiveness between the tangible, sensory experiences and virtual showrooming anymore: there is room for both of those to coexist. In the future, customers shouldn’t have to choose between the physical and digital experiences, as there are seamlessly woven together.

The answer lies in understanding how to storyboard the human experience in the right way across all those channels and provide the right balance between the two.