AUSTRIA. Sunglasses brand Silhouette has partnered Vienna Airport and Heinemann Duty Free to roll out its innovative augmented reality technology for the first time.
Silhouette’s iMirror has been installed in the sunglasses section of the main Schengen store in Check-in 3, allowing travellers to see how the Austrian brand’s products look without having to try them on.
The Moodie Report was the only travel retail media invited to official launch of the iMirror earlier this week.
The iMirror is based on technology previously presented by the brand online and as mobile applications. Developed by digital media experts at Netural (like Silhouette, based in Linz), it is activated when the customer approaches the screen, instantly overlaying their face with a pair of the sunglasses. The user can then gesture or move their head sideways in order to move on to the next pair.
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“For us, what is important is the moment after virtually trying on the eyewear – that is when a sale should be generated,” said Silhouette Head of Global Travel Retail Joel Jelderks.
“We like to try out new interactive ways of presentation with our partners in order to draw the attention of the consumer to the brand and products.”
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Silhouette CEO Arnold Schmied, Heinemann Duty Free’s Linda Steinbach, Silhouette Head of Global Travel Retail Joel Jelderks and Vienna Airport Senior Vice President for Center Management Adil Raihani |
Vienna Airport Senior Vice President for Center Management Adil Raihani said that the airport had been looking to bring augmented reality to its retail offer before the Silhouette initiative was proposed.
He explained: “We want to give our passengers at the Vienna International Airport a new and innovative shopping experience. Shopping should be fun and that is exactly what the iMirror is. That’s why we are pleased to be the first airport in the world to be able to offer this service.”
Jelderks added that Silhouette was hoping to extend the rollout of the iMirror and would be looking to display the technology at the TFWA show in Cannes later this year.
“We will be closely monitoring the reaction of the customers and, of course, the measurable success to decide later how and where the iMirror can be further used,” he said.
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