The furniture manufacturer believes that virtual reality (VR) could reduce the number of showrooms and increase sales.
The Italian furniture manufacturer Natuzzi has won the technology companies Microsoft and Hevolus Innovation for a new project: a VR technology that allows users to simulate interiors and exteriors and create designs with the real product. This virtual and augmented reality program, which will be presented this week in the furniture manufacturer’s NoMad showroom, combines holographic display, advanced 3D modelling and an interactive product configurator with existing retail techniques and the result is impressive. “The HoloLens, Microsoft Dynamics 365, mixed reality system – this gives us virtually unlimited possibilities to showcase our collection, reduce inventory and stock in our stores, minimize the space and architectural investment required to set up a location and dramatically increase our sales,” said Pasquale Junior Natuzzi, Creative Director of Natuzzi, AD PRO.
By wearing mixed reality headsets, such as Microsoft HoloLens, visitors fit into an environment that provides access to the brand’s endless range of products. Users are given the opportunity to move around within a project – either through their own design selected from existing templates – and see the interior from every perspective. “For Natuzzi, collaborative visualization is an area where I have a lot to say,” says Terry Farell, Microsoft’s director of product marketing in mixed reality. I think the idea of visualizing a room layout before physical models are built is the basis for many of the great works the brand is doing with this new platform. Customers can “enter” the rooms themselves, select goods and then change colours, surfaces and materials to find the best design solutions for their room. The holographic technology shows a scaled 3D model of the room at hand. Before departure, customers receive a 360-degree rendering via e-mail that they can view and share on their smartphones.
Above all, Farrell says that this technology and this program will bring efficiency gains for brands like Natuzzi. “The next steps will be revolutionary,” says Farrell. “How can we bring the physical and digital worlds together?” This merge will be particularly beneficial for both designers and well-known brands. Natuzzi sees infinite potential. “We want to expand into the city centre, where space is usually too small to accommodate our classic store format,” he says. “With HoloLens 2 and Mixed Reality, we can have a very small space or eventually a shop without products. Lower stock levels. Fewer back and forth movements of soil samples. Fewer people moving goods. In fact, the concept of inventory clearance would almost disappear, because your inventory will be virtual.” This groundbreaking idea could be particularly successful in New York, where showroom rents are skyrocketing.”
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