It’s your typical overcast Saturday in downtown Portland, Oregon, and I’m heading out to the park to walk my dog, Betty. What I find this particular evening is anything but typical as instead of a few homeless guys sleeping on benches and fellow dog walkers, I encounter hundreds of people of all ages walking through the south park blocks. Their excitement was infectious, and I was delighted to see so many Portlander’s enjoying one of the cities most prized resources. But what made this Saturday different from every other and why had this happy mob descended on my neighborhood?
As I took a closer look, I noticed that everyone was engaging with their phones, some even had two, three, up to four different phones. I had to learn more about what was going on and if my suspicions were true that this was some sort of online community. My thoughts immediately went to Pokémon Go, but wasn’t that a thing of the past and had that game appealed to such a cross-section of the population? There were families, young children, groups of teens, adults – some solo but the majority were traveling in packs. I stopped one group who were kind enough to answer my newbie questions and learned this was indeed a Pokémon Go Community Day. A special global event that features rare Pokémon and other in-game goodies during a dedicated window of time. According to Wikipedia, Pokémon Go has accrued over a billion downloads worldwide and has 147 million monthly active users.
So how does this story relate to immersive retail and fashion? Good question! Love or hate Pokémon Go, there’s no denying that it is the most broadly used immersive app to date. The secret sauce its creator, Niantic, has cooked up is chock full of lessons for all of us looking to leverage immersive technologies to build brand experiences and ultimately sell more stuff. Let’s dive a bit deeper into how brand marketers can build effective fashion and retail experiences using immersive technology.
1. It needs to be social
The most successful digital disruptors over the last few years have one thing in common, they build social into their DNA. Recent examples include Pokémon Go and Peloton, who has grown a $4 billion dollar business by replicating the community of an actual fitness class at home. A great example of this within the fashion industry is China’s Tmall. This shopping app has leveraged immersive technology to provide their online audiences access to VIP events such as the hugely popular “See Now, Buy Now” event last year.
This “retail-as-entertainment” event is part of Alibaba’s Singles Day shopping event and featured big-name designers, celebrities, musical productions and much more all filmed live in front of a select VIP audience. The live-stream was broadcast across both immersive and 2D channels to over 57 million viewers and included a streamlined ‘see now, buy now’ app that allowed viewers to buy the products they saw on the runway instantly. The show also offered a “Play Now” feature that allowed the viewers to rank the outfits in real-time, creating an instant trend report and sending feedback to the designers. According to Sean Lane, immersive retail specialist and Technology Principal at digital studio Point B, the Singles Day event “had over 8 million users make purchases using their VR headsets. They have also been very successful with Tmall VR experiences with users watching fashion shows on the runway and leveraging the ‘purchase now’ feature.”
2. Provide value to the customer
What differentiates a good immersive experience from another is the value it offers to the user. To pay off the hassle of either strapping on a VR headset or downloading an AR app, the user must gain substantial value from the result. There are several ways that innovative brands are both meeting their business objectives while meeting the needs of customers. Immersive technology is an amazing way to take users to places they otherwise wouldn’t be able to go. Providing customers something they want and can’t get anywhere else is a good formula for success. One B2B fashion app based in Paris, Change of Paradigm, offers designers and brands the ability to do just that. Their high-quality, 3D models of luxury brand apparel are the best I’ve seen. If I were a clothing designer, I would want its Paris studio director, Franck Audrain, to create the digital version. A fashion designer in his own right, Audrain has spent years in the technology industry and meticulously mimics the most complicated garments in 3D. His team can create a hyper-realistic version of an already exiting garment or build a digital proto-type of a garment that only exists in the imagination of its designer.
This recent AR experience at Paris department store, Bon Marché, shows the detail captured in Change of Paradigm’s 3D fashion technology.
The company has a proprietary technology that digitally duplicates each fabric to realistically depict how the garment will flow when moving through space. This attention to detail and the fact that they can output the 3D assets across multiple channels such as web, VR and mobile AR make their offering compelling to luxury brands.
They are working on a virtual try-on experience that will rival anything we’ve seen to date but this is still several years away. According to founder Henri Mura, “currently effective immersive experiences for trying on apparel is limited to jewelry, accessories and footwear. For clothing, if you want to go beyond a simple 2D overlay, you really need to understand how the material will fit a customer’s unique shape in 3D and then represent that in the immersive environment. We’re working on a solution, but it has to be perfect to provide true value.”
Other ways brands can provide value to shoppers can include something as simple as easing friction along the path to purchase, such as the ‘See Now, Buy Now’ feature in the Tmall VR shopping app or creating a memorable experience. Macy’s successfully used virtual reality to allow Chinese shoppers the rare opportunity to visit their flagship store in New York without having to leave China. Ensuring that the immersive journey is as intuitive and seamless as possible is an important part of the recipe for success. Many U.S. brands are still struggling on that front as immersive experiences often require unique downloads and a series of user actions before accessing the experience. Puma’s recent launch of an AR shoe is an example where the user needs to download a stand-alone app that can recognize the shoe to use special decorative filters similar to SnapChat’s lens feature. I’m not so sure I would find that valuable.
3. Leverage the right immersive technology for the job
Before building any immersive experience, it’s essential to understand your objectives, your audience and the technologies at your disposal for bringing your vision to life. There are still quite a few challenges to consider when building an immersive experience and striking the right balance between quality and scale is essential. Are you trying to reach a high-stakes, niche audience like the 1% who can afford luxury items or anyone who has access to a smartphone? Is your marketing objective strictly to sell more product or are you looking to build a connection with your audience? These types of questions need to be clearly defined before getting started so that you can determine the best flavor of immersive – Augmented Reality, Virtual Reality or Mixed Reality – for the job.
Immersive retail specialist, Sean Lane, breaks it down this way: “I think latency, ease of use and accessibility are still impeding factors to adoption. I have seen Virtual Reality gain limited adoption inside brands, mostly for HR onboarding, marketing and training. I have built a few pilots testing VR internally for training, planning, global development and the like. While the experiences are good, they are not good enough. Many people still get motion sickness and the graphics are not realistic enough. Interoperability with other platforms is not seamless. However, I still believe there are times when VR is the right tool for the job. When you want to have complete control over an experience and direct the process, then VR enables a brand to do that. I think that Augmented Reality and Mixed Reality have a greater chance of widespread adoption in enterprise and retail.”
Where to start?
There are several resources available for fashion brands looking to leverage immersive technology. Hiring a specialist or creative agency to build a strategy isn’t always an option but a great first step if the budget is available. Other less costly resources include publications like Medium, which hosts a community of immersive professionals sharing insights, and marketing sites like MarketingLand.com. One specific community of brands looking to solve some of the issues surrounding 3D technologies for apparel and footwear is the 3DRC (3D Retail Coalition), which is made up of brands, technologists and educators.
The best and most important advice I can you leave you with comes from Lane, who wisely proclaims: “The biggest win for any of these technologies is to ensure the use is authentic to your brand and not forced. When immersive is used to create real experiences that enhance consumer interaction with your brand or to build brand loyalty or connection, THIS will lead to better results.”
By Lisa Peyton, originally published on Marketingland.com
Frozen in place, alert and quietly breathing the eight-foot Perentie lizard sizes me up. The only discernible movement is an opaque eyelid gliding over a dark reptilian gaze. I don’t THINK it will eat me for breakfast. Suddenly it’s long, forked tongue darts out into the air just barely missing my nose, as the lizard loses interest and looks for his breakfast elsewhere. The Perentie is one of the largest lizards in the world and can only be found on a remote Islawnd, off the Pilbara coast of Western Australia.
However, instead of requiring the 20-hour flight from the US, I was able to experience this beautiful creature in my own backyard with the help of augmented reality.
Chevron’s AR experience featured 3D, animated creatures native to Barrow Island, like the Perentie lizard.
The Perentie lizard along with two other rare and wondrous creatures, the Euro or Wallaroo and the Flatback Turtle, was part of Chevron’s latest immersive augmented reality experience that launched at the 27th World Gas Conference in Washington, D.C. The goal was to share details on Chevron’s Gorgon Project, a new and technologically-advanced liquefied natural gas (LNG) plant located on Barrow Island, a Class A Nature Reserve. According to Tina Robison, Senior Advisor for Policy, Government and Public Affairs at Chevron, the biggest reason they decided to use AR was to make the impossible possible. “There will never be an opportunity to bring people to Barrow Island and show them what we do there or the priority we place on protecting this nature reserve. So we brought Barrow Island to D.C.”
Coming off the heels of moderating an extremely engaging VR panel at the Immersed Conference in Portland, I’m excited to be covering a similar topic at Augmented World Expo this year.
May 21st I’ll be taking the stage with several VR colleagues to discuss how VR and immersive technology is providing positive psychological benefits. The panel discussion, entitled ‘A New Reality: Empathy, Embodiment and Empowerment in VR’ will highlight the latest work and research being done in this emerging field.
The panelists will include Donna Davis, Director of the Strategic Communication Master’s program at University of Oregon, Dr. Pam Rutledge, Director of the Media Psychology Research Center, Jerri Lynn Hogg, Director of Fielding Universities Media Psychology department and Robinne Burell, Chief Product Officer at Redlight Mobile Innovation.
AWE 2018 will feature hundreds of expert speakers and sessions featuring the latest developments in the AR and VR space. The two day event runs May 20th, 21st and 22nd and tickets are still available.
If you are planning on attending the event, please be sure to stop by my session, Thursday at 4pm and say ‘Hey’. I’d love to meet you!
Fran gracefully glides around the grand ballroom, sparkling pink ball gown flowing at her heals and the firm grip of her son’s arm around her waist. They are surrounded by friends and family as they elegantly move around the room in perfect harmony, looking as though they must have practiced for hours. Fran is celebrating her 90th birthday in style, and although Parkinson’s disease has limited her mobility over the last decade, today technology is enabling the joy of movement she knew when she was 20.
“Memories are real. If you’re dancing in a ballroom in a virtual world or in a ballroom in Portland, Oregon — you were dancing in a ballroom. It was an experience,” Donna Z. Davis, Ph.D, the director of the strategic communications program at the University of Oregon. She witnessed the power of virtual environments to heal and help real people like Fran. “This is not about replacing, it is about augmenting. It’s technological augmentation in a way that provides for them beyond the capabilities of the physical world. So somebody without legs or with Parkinson’s can go dance. Someone who lives in isolation can have a social life.”
Power to heal
Davis has been working in the virtual reality space for over 10 years. The last three years her focus, through the support of a National Science Foundation grant, has been studying embodiment in VR spaces and the role that the body plays in shaping the mind. Her findings along with the results of several other studies indicate that there is a link between our physical selves and our digital selves, or avatars. What we see our bodies do on screen can positively impact what our bodies can do in the real world. Davis was first introduced to this phenomenon while working with Fran and her daughter, Barbie. As Fran enjoyed navigating her virtual world with ease, she began to have the confidence to do more physically demanding tasks in the physical world.
After meeting Fran and Barbie, Davis and her colleague, Tom Boellstorff at UC Irvine, were invited to join the newly formed virtual support group for others suffering from Parkinson’s. They have been meeting virtually for over seven years and Fran has developed a following of support group participants that refers to this healing power of virtual reality as “the Fran effect.”
Although Davis primarily works with the “ability diverse” or those who are challenged in both visible and invisible ways, she believes the benefits are not limited to this population. “How many of us are trapped inside a body or a place that doesn’t allow us to really live our lives in a way that we feel capable of? These technologies may open those doors in really exciting ways.”
Above: Donna Davis, far right, celebrates Fran’s 90th birthday with members of their virtual support group
New technologies, new opportunities
While much of her work over the last decade was done in a 3D environment on a 2D screen, Davis is pioneering therapeutic applications in the more immersive social 3D platforms like Sansar and High Fidelity. While this new medium provides increased immersion and freedom from physical limitations, it also provides additional accessibility challenges. Currently these platforms don’t rely on text chat and instead use voice technology as the primary means of communication. This makes it difficult for someone with speech and hearing impairments to use the platform successfully. Hand controllers coupled with physical movement are also required to navigate these virtual spaces, which is impossible for those suffering from debilitating physical conditions. However, Davis and her research partner and cultural anthropologist, Tom Boellstorff, have been working with the teams developing these platforms to help ensure they support the needs of their users.
Above: Tom Boellstorff (center) and Cecii Zapien helps Cody with a headset and controllers in order to experience the 3D virtual world. They are accompanied by Linden Lab executive, Bjorn Laurin.
Davis and Boellstorff recently visited Linden Lab, Second Life’s creators, to try to co-opt these new immersive tools for the unique needs of their research population. They were accompanied by Cody, a man who has suffered from severe physical challenges with cerebral palsy resulting from a tragic childhood accident. Cody can’t move his hands or arms which would typically render hand controllers useless, however Cody’s caregiver placed the ‘hand’ controller on Cody’s foot allowing him to experience, for the first time, his real body ‘moving’ his 3D avatar’s arms.
Caught on film as part of an upcoming documentary entitled “Our Digital Selves,” Cody’s joy of experiencing this type of movement was undeniable. The kicking movement required to move his avatar’s arms not only produced a feeling of joy, it is also a vital part of the work he does on a regular basis with this physical therapist.
Davis believes making something seen as a chore, such as physical therapy, a joyful experience can be a powerful motivator. “Immersive environments can help motivate patients to do painful or difficult physical therapy movements. Make it something that’s fun, make it joyful. How do you create an opportunity that gets people to go beyond themselves in healthy and supportive ways? Using the virtual world for physical therapy can help create that opportunity.”
Above: Donna Davis and Cody during their recent visit to Linden Lab.
Since Davis began her pioneering work almost a decade ago, there have been many additional studies linking virtual reality with healing outcomes and pain management. Several studies have focused on using virtual technologies to help with chronic pain and conditions such as ‘phantom limb pain’ often experienced by amputee patients. One such study determined that VR can “trick” the brain into believing the patient is using the limb in the virtual environment, thereby alleviating the sensory conflict of not having use of the limb in the real world. The increased sense of presence and immersion afforded by newer VR technologies can often be enough of a distraction to help patients manage painful conditions without the use of highly addictive pain medications. This fact has made some established medical institutions in the US slow to ratify the new methods for fear of alienating the powerful pharmaceutical lobby.
Given the amount of new research showing the potential of VR to heal both emotional and physical conditions, it’s no surprise that many innovative VR companies not bound by traditional methods have stepped up to help find new solutions to old problems. One of the most successful applications is the use of VR to treat PTSD. Virtually Better, a company that Dr. Skip Rizzo and his team out of UCLA founded, developed a simulation that would re-create the conditions that Iraq war veterans experienced. “Virtual Iraq” proved successful, helping treat over 70 percent of PTSD sufferers, and that has now become a standard accepted treatment by the Anxiety and Depression Association of America. They also support applications of VR-based therapy for aerophobia, acrophobia, glossophobia, and substance abuse.
Another U.S.-based company, Firsthand, has developed a platform to help manage chronic and acute pain. The 3D immersive, game-like environment uses bio-feedback sensors to help patients regulate physical activities, like breathing, in order to calm the mind and promote mindfulness. Their website claims that “patients can use a technology solution for pain management with no pharmaceutical side effects.”
Physical and occupational therapy is another field that benefits from the advancements in VR technology. Companies like Mindmaze and VRHealth offer platforms that help practioners’ administer various types of VR physical therapy treatments. MindMotion, developed by Mindmaze, creates virtual environments therapists can customize for a patient’s preferences and needs. These virtual enhancements motivate them to be more consistent and get the most from their prescribed exercise programs. The platform also allows for real-time multisensory feedback, so patients can monitor their own performance.
There are also several companies building platforms to help therapists and counselors leverage these new technologies within their private practice. Limbixoffers clinicians a ‘plug and play’ VR therapy solution and Psious offers a monthly subscription package that includes VR therapy training, a platform enabling VR sessions with clients, marketing support and client session reporting.
We are just beginning to understand the true potential for immersive, VR environments to change how we think and feel. There are those who fear the negative implications of these hyper-real environments and worry they will replace the physical world. Davis sees the virtual world not as a replacement for the physical world but as an enhancement. “That’s the thing about our work that I love most, is that we’re forcing people to look at the positive potential for virtual reality — maybe not even as positive, but normative — as opposed to the dystopic narrative most commonly represented.”
Davis believes there is great potential for VR to help revolutionize the health care, retail and fitness industries but more importantly she is hopeful it will transform our values as a society. VR social spaces can help remove cultural, racial, gender and economic barriers that prejudice our interactions in the real world. “When do we start to value somebody’s mind and heart? I think in the VR space you begin to place a value on their mind and their heart rather than physical beauty because those are the things that are driving your interaction with that person.”
Next week, I’m thrilled to be attending the Immersed Conference in Portland, Oregon. The conference is a two day event focused on immersive technologies like VR and AR and how they are impacting the world around us.
I’ll be moderating a panel discussion on empathy, empowerment and embodiment in VR featuring my colleagues and friends Donna Davis, Tawny Schlieski and Jerri Lynn Hogg. You can learn more about all the conference sessions, buy tickets and join the community on the Design Reality website.
Stephanie Mendoza, an immersive media artist and enthusiast will also be participating in the conference. She will be teaching a workshop on WebVR and PIMG will be demoing on the exhibition floor along with other Portland VR/AR startups. She was kind enough to answer a few questions on her experience with VR, Portland and becoming a dragon!
1) How long have you been in Portland? Why did you decided to stay here?
I’m coming up on 4 years now, I arrived in May 2015 to take some front end web development courses over the month. Then I got a job in Seattle- didn’t like Seattle very much so I went to Canada for a month and a half to visit old friends. I’d also made enough money selling drawings at an art auction to visit Portland again before going home (also my car was there). The intention was not to stay, but to spend two weeks with the friends I’d made and then move back to Texas.. well my student loans kicked in and automatically took money I didn’t have, leaving me with a balance of
(-$600) and no gasoline to get back. I would have been homeless, had I not been taken under the wing of a Cyborg Anthropologist I got nerdy with at a Hackerspace in NE called CtrlH. That really started it all.
2) Describe the creative and emerging tech scene in Portland? Could it be recreated elsewhere?
Portland is pretty special, though I’m not sure if I’ve traveled enough to know exactly how unique it is. The city is easy to navigate, creative and there are many programs that support practicing artists. I can meet people from almost every socioeconomic/cultural background, and not be restricted by notions of cultural bias, so long as a common interest is pursued. This place is incredibly community oriented, it seems that each group has about one or two degrees of separation between its members, that tend to just get together en mass, and hack at whatever they are doing.
3) What latest tech trends excite you the most?
GDPR. I’ve been an advocate for data protection since I was in 8th grade and social media was taking off. Specifically, what gets me excited is GDPR (General Data Protection Regulation) in Europe which comes into effect on May 25th- most importantly, it states that 1) Right of Access: Users have full access to all of the data a company has on them as well as how it is being processed, and 2) Right to Erasure: Users have a right to have that data removed. Failure to comply could lead to sanctions as high as 4% of annual worldwide turnover, so it’s not toothless.
Additionally, people are finally listening to me about dumping Facebook, and caring about how companies treat their user’s data. I strongly believe that this is the most important trend to evangelize in our modern tech climate.
4) How did you get involved with social VR? Which social VR platforms do you hang out in and why?
I started in Anyland, a social VR sandbox where anyone could make anything with unlimited resources (well, until their GPU choked on the particle effects). Anyland was and is still an incredibly powerful tool for rapid prototyping of ideas that just can’t exist yet in tangible space, but who’s presence we can prepare for in a simulation.
I’m in VR Chat a lot now too. I got sucked in to watching a bunch of Ugandan Knuckles videos over my VR deprived trip to visit family in Mexico, and spent months making highly detailed avatars (also converting my Anyland one). I still think I prefer the open and immersed creativity of Anyland, but I’ve been spending much of this year exploring VR Chat.
5) What do you see as the BIGGEST potential for VR, AR and immersive technology?
VR is an incredible tool for exposure therapy and it shields us from own own biases about identity when avatars come in to play, exposing something deeper. One of the first things that happened when I started developing for VR in Unity was loosing my fear of heights, which was pretty bad at the time and hasn’t returned since. I did the same for my stage fright, where I simulated the old New Relic office and practiced in there with my slides in front of a fake audience of zombies, tigers, and men in blue suits. This all gets amplified when it involves social learning and observation.
6) Do you feel large corporations such as Intel and Nike have played a role in the technology innovations happening in Portland? What role should corporations play in promoting innovation?
Bike town provides a good model of accessible equipment. Also Intel sponsors a lot of events like hackathons and small conferences/meetups (that feed us starving tech artists, many of whom us won’t admit to barely having enough to feed ourselves), so keep doing that!
7) Do you feel immersive communities and social VR can help empower and heal people or do you feel they will have more of a negative impact?
Both. Back in Anyland the crowd was mostly west coast, with a good amount of midwestern conservatives, and a few Europeans and Asians sprinkled into the mix. It was a small but tightly knit community. We actually managed to build bridges between the two wings of American ideologies (liberal redditors, and 4chan trump trolls) using the unlimited creativity Anyland provided us. We could coexist extremely well in a simulated utopia, void of any ‘economy’ other than a gifting one based on creative capitol. It sounds unrealistic, but also not impossible. I think this kind of thing can work wonders helping people get out of the mindset that everyone has to have a job, in a rapidly approaching post-work world.
That being said social VR can be a serious trigger for those with preexisting conditions who have PTSD from combat or assault. People in these spaces can be ruthless, but there are definitely ways to deal with them as an individual without getting the mods or the company involved. Trolling in real-time is a double edged sword and often the worst offenders are terrible at comebacks, which in my experience changes the game. Most of the other users will also have your back, you just have to have some thick skin, which comes with experience. It can be harrowing for a first timer.
8) How has spending time in social VR communities impacted you pesonally?
I have finally realized that yes, I can grow up to become a dragon; nine year old me is very pleased. I feel like anything is possible now, and I can test new inventions people come up with, before they manifest in ‘reality’. I wind up having these extreme experiences that can only be described as if they were a dream, since often it involves shapeshifting, and strange worlds/contraptions that exist as pure imagination manifested by data. Also shapeshifting was always my go-to superpower so thats a huge incentive drawing me back to the territory.
9) Currently VR is really only accesible by a small number of users – when do you think VR will hit mass adoption and why?
Probably once the next generation of headsets comes out, just like any other console or ‘gaming’ hardware. Go to goodwill and you can see the stacks of unwanted Wii’s and Xboxes, and on the shelf below them, every variety of mobile VR headsets.
10) Which local start ups or local innovators do you feel have the most potential? Why?
So I can’t answer this question in the context of financial potential, because the places I see the most creativity come out of, and have the greatest community impact, are also the places that earn the least and are burdened the most- especially during this current administration which has dramatically cut funding for the arts nationally. Take Open Signal and Enthusiasm Collective- they provide a vital service to the Art and Tech community, and without places like that many VR devs/artists would not have had opportunities to get started.
I have high hopes for our local hackerspaces as well, I want to give a shout out to CtrlH for the amazing things they’ve done, providing equipment for local creators, and bringing together a variety of interesting meetups- Dorkbot (robotics) and Exploit(information security) come to mind, and they have even supported Portland Immersive Media Group(VR) when we needed a venue.
11) How did you get involved with the Design Reality community? What will your upcoming presentation at the Immersed Conference cover? Who do you feel should attend this conference and why?
Luck. I met Joshua at Kent Bye’s house when Kent had a pre-release of Google Earth VR. A few weeks later I got an email about the new VR meet up, noticed that he was charging for tickets, and promptly wrote a concerned letter. I knew that charging ANY amount would immediately discourage most of the artists that I knew were currently participating in VR from attending, since even a small $5 fee is detrimental as costs add up when you include parking/MAX fares, and that resulting $10-15 is a grocery budget for the week. Yes we are that economically challenged. I worried that this would result in further homogenization of the group, creating the beginnings of an elitist VR scene in Portland. Fortunately that didn’t happen, and Joshua completely understood what I was talking about. He is still charging for tickets, but there are both volunteer and scholarship opportunities for those of us who wouldn’t be able to participate otherwise.
I feel like this conference is for anyone who wants to get the full scope of what Portland VR has to offer. I will be teaching a workshop on WebVR and PIMG will be demoing on the exhibition floor along with other Portland VR/AR startups.