an immersive transformation by Sense Immaterial Reality for the Olympics

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AR for Retail Platform and Urban Interactions Shaping the Future
S-iR, a Milan-based techno design studio, has expanded its presence by showcasing its work at nine notable locations in Paris. At the same time, Gabriele Corte has been appointed as Chairman of the Board of S-iR.

In the wake of the 2024 Olympic Games, SENSE iMMATERiAL REALiTY (S-iR), a techno design studio in Milan, has transformed the streets of Paris with a series of innovative AR activations. “The HeARt Experience,” developed in partnership with Foot Locker EMEA, places S-iR at the forefront of the AR retail revolution, pushing the boundaries of how physical and digital worlds converge.

Rarely before have twelve AR retail experiences been crafted to reshape nine iconic Parisian locations into interactive digital spaces. Each activation, conceptualized and designed to meet a creative vision of Foot Locker, transformed everyday spaces into extraordinary, interactive environments. With this initiative, S-iR sets a new standard in immersive design, reshaping both the retail and experiential landscape. S-iR’s technology was essential in transforming Foot Locker stores and surrounding areas into dynamic AR experiences.

A key factor in the project’s success was the collaboration between S-iR and Bloom, a creative agency with a strong background in concept development and client management. S-iR’s technological expertise and Bloom’s creative direction worked together seamlessly, with both teams contributing to the execution and ensuring alignment with client objectives.

Leveraging Google’s Geospatial Creator in Adobe Aero, S-iR integrated bold, sport-inspired 3D graphics with real-world locations. Highlights included the New Balance spectacle at 45 Rue de Rivoli, Adidas Flying Sneakers at 66 Rue de Rivoli, a robotic hand at 124 Bd de la Chapelle, and the Next Stop at 12 Rue du Faubourg Saint-Antoine. Building on in-house creative concepts to animate the facades, the S-iR team crafted the 3D elements in Blender, precisely following the actual measurements and proportions of the store facades. This process called for skills in manual 3D modeling, texturing, and animation.

The project expanded beyond storefronts to city streets with interactive AR installations featuring Nike’s limited edition TN shoes, playful balloons releasing Nike DN when typed on, deconstructed Asics, and a metro station showcasing the collection of all brands together. The Dancing Referee captivated passersby, while New Balance items appeared in a catch machine, transforming urban spaces into canvases for innovative virtual design. These AR installations were a resounding success, thanks to the S-iR team’s expertise in creating high-quality digital twins from physical models, preserving intricate details while ensuring low file sizes for seamless AR experiences.

Participants could kick off a unique digital adventure by visiting The HeARt Experience webpage, developed in-house by S-iR, featuring a built-in 3D map of Paris to guide users and encourage exploration of AR experiences. This interactive journey offered exciting challenges, allowing them to earn XPoints through Foot Locker’s loyalty program, redeemable online or in-store for a variety of products.

Through a strong collaboration, S-iR and Bloom have developed a transformative approach to immersive design that redefines urban landscapes. By merging cutting-edge technology with artistic vision, S-iR enhances consumer engagement and reshapes our interaction with surroundings. This project sets a new benchmark for experiential retail and digital engagement.

In a parallel development, S—iR to welcome appointment of Gabriele Corte as Chairman of the Board, a key step in opening up the Board to further strengthen the company’s strategic ambitions. With over 25 years of experience in finance and leadership, and a natural passion for the arts and luxury, Gabriele will be instrumental as S—iR pursues its vision for the future of digital luxury.

Gabriele serves as a member of the Executive Board at Ceresio Investors and Managing Director at Banca del Ceresio in Lugano. He will bring to S-iR a wealth of expertise, with degrees from Bocconi University and the Wharton School, and a strong track record with top-tier clients across Europe. His leadership will complement the dynamic drive of Art Zuijderwijk, S—iR’s CEO, who has been leading the company’s ambitious growth in immersive digital experiences.

Founder Alvise Braga Illa will take an active role in the Board, ensuring that the company continues to capitalize on its technical strength and innovative momentum. With Gabriele’s financial acumen and Alvise’s visionary leadership, S—iR is set to significantly increase its innovative capabilities and financial strength as it moves forward.

“At S—iR, we are committed to redefining luxury through immersive digital solutions,” the leadership team emphasized. “With Gabriele’s guidance, we will expand further into virtual reality, augmented reality, and AI-driven personalization, while strategically strengthening our capabilities through targeted acquisitions.”

Gabriele Corte commented, “I am honored to join S—iR at such an exciting time in the luxury industry. I look forward to working with the team to drive innovation and bring cutting-edge solutions to life for luxury brands.”

This appointment marks a pivotal moment for S—iR, as it continues to break new ground and create lasting value for its partners and clients in the luxury sector.

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