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Girl tourist in glasses virtual reality. Virtual trip to Germany. The concept of virtual tourism. In the background is the square on Leopoldstrasse in Munich.

Phygital

Escapism


THEMES

SIGNALS OF CHANGE

Phygital Escapism

With the emergence of the “phygital experience,” being present can mean being anywhere

Through the magic of the phygital experience—bridging the digital world with the physical world through technology—personal experiences are being redefined in ways once found only in science fiction. Simply put, “being there” sure doesn’t mean what it used to!  

The shifting value proposition of in-person retail means that reducing physical touch (contactless buying) and increasing digital touch are becoming the new norms. And part of that new reality is the need for innovative technology to permeate all channels.

WHAT WE’LL SEE

Try Before You Buy

Brick and mortar vs online shopping will shift as people try on virtual clothes or visit tourist destinations through augmented reality/virtual reality (AR/VR) before buying. 

Experience ‘It’ Anywhere

Live concerts and sporting events will be re-imagined by the ability to harness haptic and multisensory tech.

Purchase Formats

People will become more distanced from their relationship with physical money, as payments are embedded into things like hand gestures, or visual media.

SIGNALS OF CHANGE

KEYS TO EXPERIENCE DESIGN

  • Haptic Technology and 3D Reconstruction will change buying experiences and further reduce the need for making big purchases (e.g., cars, homes) in person.
  • AR and VR will update brick and mortar experiences to add value.
  • iA (Intelligent Assistants) will become paramount to guide users through unique buying experiences, supporting the educational component of this new relationship with purchasing.

TALK TO AN EXPERT

Sydney Kidd, Strategist, Human Centered Design, Idea Couture

Sydney Kidd

Strategist, Human Centered Design, Idea Couture