Out & About: Discarded Wonderland

'Nothing ever becomes real 'til it is experienced,' said John Keates. With this in mind, Campaign Design has opened a creative theatre at Grosvenor Square in London to explore virtual reality and augmented reality and how the two can empower the design process. We visited the team to experience the technology ourselves and find out how it can aid the company with store design.

'I want to challenge retail and where it's going,' says Philip Handford, creative director at Campaign Design. The company is planning on running a series of events over the next 12 months to explore a variety of topics, the first one taking a look at VR and AR. The team has collaborated with set designer and illustrator Gary Card on the first experience space.

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The company's aim with these events is to answer the following questions:

* What is experiential retail?
* How will technology be used in the store of the future?
* What does an omni-channel look like?
* What is Phygital?
* How will we use our phone to shop?
* Virtual Reality v Augmented Reality?
* What is Consumer Centric Personalisation?

From Augmented Visual Merchandising to full prototyped Virtual Store Design, whilst experiencing and changing the scale and materiality of a space, Campaign can allow clients to receive consumer engagement metrics in real time to inspire bolder thinking.

The Campaign Theatre has been launched in collaboration with Grosvenor Britain & Ireland, part of the Grosvenor Group.

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