Play recognised for innovative tech-led retail experiences at 2019 InAVation Awards

Global strategic retail design agency Play, has been recognised for cutting edge innovation by reaching the final stages in the ‘Retail’ category at the 2019 InAVation Awards.

Showcasing the best of the global AV industry and rewarding pioneering product development and integration skills, the awards take place each February in Amsterdam during Integrated Systems Europe (ISE), the world’s largest exhibition for AV and systems integration professionals.

The project saw the team at Play partner with Pioneer to deliver an innovative tech-based experiential FSDU for Coty’s OPI products; placing augmented reality (AR) at shoppers’ fingertips to boost sales in the fast-paced, competitive duty free environment.

Mark Howell, Creative Director at Play, said: “We believe that play has the power to inspire creativity through collaboration and so are chuffed to have received this recognition alongside our partners Pioneer.  The tech-based retail solution we worked together to deliver for OPI is a world first, so we are especially excited to receive recognition from such a globally renowned awarding body as the InAVation Awards.”

The FSDUs have been installed in over 400 global travel retail locations and have enabled OPI to reach over 1 billion potential customers since rollout began.

Mark continued: “The in-built AR technology enables OPI to entice and engage customers by offering them the ability to trial lacquer shades prior to making a purchase. It’s hard to believe that, until now, there have been barriers for shoppers who want to test nail lacquer shades prior to purchase. Not only does physically trialling varnish take time for colours to set, or to be removed after trial, but physically trialling varnish only works for shoppers who don’t already have their nails done – eliminating much of OPI’s target audience! The OPI digital nail trial eradicates this barrier entirely, eliminating time-consuming indecision, and enhancing customer satisfaction.”

Play uses an omni-channel approach in its retail designs; aiming to provide customers with an all-encompassing experience by coordinating multiple channels into one shopping experience. Other notable projects Play has pioneered include an augmented reality digital lip trial for NARS; unique bar serves for drinks brands including Hendricks, Ailsa Bay and Sexy Fish; window kits for William Grant & Sons; and other projects for Samsung, Sony, GlaxoSmithKline and Unilever.

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