Swinerton Builds Tomorrow

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Swinerton Builds Virtual Retail Space

Contributor: Swinerton Blogger   |   January 20, 2016   |   Image Gallery »
Swinerton Builds Virtual Retail Space

A few short years after completing work at the Target store at the Metreon in San Francisco, California, Swinerton returned to provide design-assist and design-build MEP services at their C9 Athletic Apparel retail store to transform it into a fully-digital experience.

What was once a 3,500-square-foot, orange-accented typical athletic shop is now an interactive home of tomorrow! If you can believe it, a full-sized San Francisco Victorian-style house made completely of Plexiglas is featured in the new space, complete with a front door, bedroom, living room, kitchen, backyard, and garage. When customers first arrive, they are greeted by an interactive table made up of LED touch monitors that showcase various items for sale. Each monitor highlights a different product, and when picked up, provides product information; its relationship to the other items on the table; and tangible examples of how consumers use the product daily.

Throughout the store, several products are displayed in key locations, with 27 projectors tracking customers’ movements as they browse through products. When an item is approached, a greeting is projected on one of the monitors, followed by a complete briefing of product information. As customers move on to a different product, the projector displays how both products they showed interest in can be used in tandem.

Design of the project began in February 2015, and the doors officially opened to the public on July 21. Target’s goal for this project was to bring the virtual experience consumers receive online into a brick-and-mortar retail space. Thanks to the carefully coordinated efforts of the team and consultants, Target received a unique smart store that packs a digital punch as soon as customers step foot inside.