Holographic display case makes the senses travel.
Digital, source of emotion! It’s even more true with holographic display cases, as Murielle Connan-Riviere, director of Comactive, a specialist in the field, explains. And it is through emotion that differentiation and customer loyalty is made, a speech that speaks to cavists.
What’s a holographic display case ?
It is a differentiating digital solution, which is a source of emotion because it sublimes the real.
What do you mean?
Mix a physical object (the product itself in general) with holography that revolves around it. This staging generates a greater emotional impact than a simple video: mechanically, it opens the eyes and the mind to new solutions and ideas: more memorization and more empathy to the brand. We can even add an olfactory device. For a Cognac brand, we installed a motion detector on the display case, and when the visitor stopped in front, a smell diffused. It is even more challenging because we are appealing to an additional meaning.
How does this meet the expectations of the cavists?
These professionals, like all merchants, are looking for a digital solution that gives life to the identity of the product or brand, gives added value to what they sell, attracts people in stores, and the icing on the cake, nourishes social networks. Because holographic display cases create exceptional showcases every time and many customers, impressed, want to share this experience. As a result, they often take them on video and post them on their Instagram. It increases the visibility and reputation of the cavist.
Finally, a holographic display case remains at the service of the human. She hires the customer, she starts a “conversation” with him, and it is the seller, once the customer has entered the door, who continues the exchange. Sometimes with another holographic display case, smaller format, such as what the Cubanisto brand did, for example. For her, we had animated skeletons around a real beer.
How do the brands work the brief?
We ask them to work it as little as possible. Simply because often teams think in 2D. We are designing 3D animations. So all we do is ask them for documentation, pictures, and films to immerse us in the universe. From there, our artistic director will imagine a scenario, which he will decline in a storyboard. Then, for the actual implementation, it takes about a month.
You design your display cases and install in the showcase.
Does this impose any technical constraints?
The main showcase case has to be anti-reflective. And have enough space to receive the holographic display case. That’s all. Then the installation is simple. The cavist receives his display case; he just has to put it in his showcase.
In terms of cost, what does that mean?
We are much cheaper than a 2D film because we are on digital and created in the studio. Moreover, our impact is much stronger, and the brand can move its device as many times as it wishes. For example, placing it in business at Opera, then at Madeleine and so on. Depending on a schedule of animations, for example. Our first projects start at 1300 euros.
What is the next step in the development of your technology?
We’re looking at working on sound. In that sense, we’ve partnered with a company that has speaker directional.