CREATIVITY +
PHYGITAL INNOVATION

VF CORPORATION (VANS)

THE VANS STORE MILAN OREFICI, A POP UP EXPERIENCE

During 2022’s Milan Fashion Week, Grottini transformed a city center’s Vans Store into the phygital place “Imaginary Wilderness”, implementing a mix of real and virtual environments. Once inside the store, visitors could experience a virtual try on system through the large video walls, customizing their outfits with different patterns and share them on social media.

CLIENT

VF Corporation (Vans)

SERVICES

Strategy & Design
Store Interiors
Digital Experience

LOCATION

Milan, Italy

DESIGN

Patterns by Sarah Edith

PARTNER

Future Fashion

AWARDS

Phygital customer experience and
Best in show at the Smart Retail Awards 2022

CHALLENGE

To create an immersive place that favours the customer’s interaction and social sharing of the different designs.

SOLUTION

The immersive experience was created through the implementation of a virtual try-on technology that allowed customers to see, on a huge screen in real time, each different custom design applied to their clothes. This resulted in a more fun and interactive experience, one with high shareability value.

In the Vans project the main objective was to create a unique experience inside the store, one that had to be fun and engaging at the same time. The virtual try-on allowed us to create a "wow" effect for the visitor, who does not expect to virtually change outfits at the entrance, stimulating interaction with the full-screen application and sharing it with friends.

Andrea Carpineti
CEO & Co-Founder @ Future Fashion srl

BRANDING THROUGH
EXPERIENCE

The collaboration with VF Corporation reflects the Grottini approach and culture: “We is greater than me”. It was an opportunity to combine different skills for the creation of digital and immersive places, interpreting the concept and narrating the brand’s values. The result is a phygital place oriented towards the experience of the final consumer.

VR GROWING
REWARDS

In recent years, retailers that have taken advantage of virtual reality projects have seen a 19% growth in the engagement of their visitors. These same visitors tend to purchase 90% more than visitors who do not interact with the phygital environment (source: GFK.com). This means that there’s a great new opportunity in the retail industry: the evolution of how interaction works within a space. Get in touch to explore the phygital possibilities with us.