Adidas
R&D: XR Future Retail
![](https://www.datocms-assets.com/107163/1706290794-adidas_xr_poster_retail.jpg)
Agency:
Code & Theory
Role:
- Creative Technologist
Project Type:
R&D: Spatial Computing
Date:
Aug 2019
Built With:
- Unity
- C#
- iOS
- Vuforia AR
Being the innovative group that Code and Theory is, we were curious to see what a retail experience in augmented reality could look like. More importantly, we wanted to understand what shopping in an augmented reality retail environment would feel like.
Our experiments took us down a few different paths. We designed and built an AR in-store retail experience, an AR pop-up retail experience, and some AR outdoor media executions. At the time, “portal” experiences were all the rage, so we created a portal shop experience.
The R&D team consisted of designers, engineers, and producers - the technical and strategic insights gathered were invaluable for everyone involved. The projects ran prior to the Oculus Quest release, so all of the experiments were built on screen-based devices, knowing the potential to scale the experience in the future.
AR Portal - Retail Experience
Exploration of an AR shopping experience that leveraged an AR portal space where a user could walk around and interact with the virtual store
Mobile AR Experience
At the time, mobile devices were the best medium available to tangibly prototype an AR shopping experience
![](https://www.datocms-assets.com/107163/1706561132-adidas_xr_screen_cap_walking_0.png)
![](https://www.datocms-assets.com/107163/1706561154-adidas_xr_screen_cap_walking_1.png)
![](https://www.datocms-assets.com/107163/1706561174-adidas_xr_screen_cap_walking_2.png)
![](https://www.datocms-assets.com/107163/1706561196-adidas_xr_screen_cap_walking_3.png)
![](https://www.datocms-assets.com/107163/1706561206-adidas_xr_screen_cap_walking_4.png)
AR Interface & Usability
Experimented with proximial subject and touch interactions using existing mobile interaction paradigms
![](https://www.datocms-assets.com/107163/1706561260-adidas_xr_screen_cap_inteface_0.png)
![](https://www.datocms-assets.com/107163/1706561270-adidas_xr_screen_cap_inteface_1.png)
Spatial Markers
Funtionally designed markers were created to aesthetically integrate into retail spaces while acting as a trigger for the AR experience
![](https://www.datocms-assets.com/107163/1706633312-adidas_xr_poster_portal.jpg)
R&D Production
The Augmented Reality application was built with Unity and Vuforia. Creative assets were made in-house by 3D artists.
![](https://www.datocms-assets.com/107163/1706632105-adidas_xr_design_dexperience.png)