Bourjois’ Blended Reality Beauty Mirror
Company Holition Ltd
Introduction Date April 20, 2018
Project Website http://holition.com/portfolio/bourjois-beauty-mirror
Why is this project worthy of an award?
As the world’s first blended reality magic mirror, the revolutionary technology integrates physical products with digital content, for a first-of-a-kind augmented reality (AR) makeup try-on experience. A display of lipsticks are used as triggers for the virtual try-on, where users can try on various shades simply by picking one up. Eliminating problems such as lack of tester products, hygiene concerns and shoppers’ lips becoming stained after only a few lipstick try-ons, the mirror also addresses and solves fundamental logistical issues. Instead of opting for a purely digitalised approach, creative innovation studio, Holition, looked to the physical product to establish a meaningful connection between the user and the experience since research shows that 72% of consumers surveyed said they want an in-store beauty experience to be a mixture of both physical and digital elements in order to make it feel more ‘real’ and ‘believable’. Within the activation, users can also complement their lip colour with an individualised selection of blushers and eye makeup that are based off of their skin-colour and facial topography, using Holition’s machine-learning facial recognition software, FACE by Holition™. The mirror is also unique in that it curates the experience both by look and by individual product, so customers have the freedom to create their own bespoke product combinations. In addition to product discovery, the Bourjois Beauty Mirror also has a polaroid selfie function. Equipped with three playful filter effects, the polaroid, inscribed with details of the products they are wearing, can then be emailed and printed in store to reinforce the importance of physical and digital association. With the ability to complete the experience in under thirty seconds and the facilities to dive deeper, the magic mirror appeals to all levels of consumers through intrigue, excitement and education.
What else would you like to share about your design? Why is it unique and innovative?
The Bourjois Beauty Mirror marks a new phase of innovation through design by not only tackling critical consumer pain points, but also by providing a unique solution that creatively weaves two realities together to make technology feel invisible and innate. Unlike many other technology installations, the Bourjois magic mirror doesn’t have a traditional commerce focus. The journey begins and ends with personalised discovery, empowering the consumer to form a positive association with both the product and the brand through phygital interaction.
Who worked on the project?
Parent company: Coty Inc. Coty is one of the world’s largest beauty companies with approximately $9 billion in pro forma revenue, an iconic portfolio of brands and a purpose to celebrate and liberate the diversity of consumers’ beauty. We believe the beauty of humanity lies in the individuality of its people; beauty is at its best when authentic; and beauty should make you feel happy, never sad. As the global leader in fragrance, a strong number two in professional salon hair color & styling, and number three in color cosmetics, Coty operates three divisions: Consumer Beauty, which is focused on mass color cosmetics, mass retail hair coloring and styling products, body care and mass fragrances with brands such as COVERGIRL, Max Factor, Bourjois and Rimmel; Luxury, which is focused on prestige fragrances and skincare with brands such as Calvin Klein, Marc Jacobs, Hugo Boss, Gucci and philosophy; and Professional Beauty, which is focused on servicing salon owners and professionals in both hair and nail, with brands such as Wella Professionals, Sebastian Professional, OPI and ghd. Coty has over 20,000 colleagues globally and its products are sold in over 150 countries. Coty and its brands are committed to a range of social causes as well as seeking to minimize its impact on the environment. Brand: Bourjois Paris Creative partner and main technical solution provider: Holition specialises in using technology as a storytelling tool to enhance customer experience. A synthesis of retail scientists, film-makers, artists, mathematicians, UX designers and other curious minds, united by digital empathy towards consumer experience, the part think-tank part digital studio crafts bespoke experiences for industry leaders across the luxury, fashion and beauty sectors. With partnerships across the fashion, beauty and tech sectors, Holition helps clients like Yoox Net-a-Porter, LVMH, Coty, Charlotte Tilbury, Facebook and Google to push the boundaries in retail innovation. Awarded Best Customer Innovation by Retail Week, Best Use of Mobile Camera in the Webby Awards, and Best New Retail Innovation by Cosmetics Business Awards for a sample of the studio’s portfolio, Holition takes pride in creating durable, bespoke growth opportunities across industries on a global scale. Additional technical solution provider: Perch Interactive LLC
View the project video: https://vimeo.com/266863505
Boxit
Why is this project worthy of an award?
We Created a network of 24/7 of self-service smart lockers with convenient payment methods and a marketplace to provide eCommerce and logistics solutions. We have seven platforms strategically located around Panama city, now expanding to Mexico City, Costa Rica, Bogota and Medellin.
What else would you like to share about your design? Why is it unique and innovative?
We integrated our own software and hardware design for latin american markets.
Who worked on the project?
Francisco Terrientes - Co-Founder Illan Shatz - Co-Founder Jorge Segares - CEO
View the project video: https://www.youtube.com/watch?v=82TLwJtDZPY
Brand in a Box
Company Global Brand Works
Introduction Date May 9, 2018
Project Website https://globalbrandworks.com/brandinaboxformayfield/
Why is this project worthy of an award?
For early stage companies, articulating brand, purpose, and value is extremely important. But traditionally, expensive. And sometimes an unwise investment due to the inevitable pivots and shifts in the offering. Introducing "Brand in a Box:" A fast-track, no-fuss, fixed-fee approach to brand strategy, messaging, visual identity, naming, and core corporate applications, led by branding veterans Shannon Riordan and Caroline McNally. In just 4- to 8- weeks.
What else would you like to share about your design? Why is it unique and innovative?
A brand, built and nurtured, will become an company's most valuable asset. But it will only come to life on the outside if it is managed right on the inside. When employees understand what the brand stands for, why its important, and their role in managing the brand, the brand shows up authentically to customers and clients. That's why Brand in a Box includes an employee-facing brand book that can be provided to all employees, and used as on-boarding content.
Who worked on the project?
Shannon Riordan - Creative Director and Strategist Caroline McNally - Strategist John Ledwith - Senior Designer Nick Ciliak - Interactive Designer and Developer
View the project video:
Bridgestone Americas, Inc. Headquarters
Company Gensler
Introduction Date September 7, 2015
Project Website
Why is this project worthy of an award?
When asked “How do you want people to feel when they walk into your new headquarters?” the resounding answer by company leaders is almost always “Proud.” For employees and partners, it’s pride of ownership; for visitors and community, it’s pride of association. No matter who the audience is, tapping into this emotion is a proven strategy for creating purposeful employee experiences. This was the challenge presented by Bridgestone, the world’s no. 1 tire and rubber company when we first embarked on a brand design project for the new Bridgestone Americas (BSA) headquarters in Nashville. To strengthen connections with Bridgestone’s audiences, we dug deep to understand the company’s unique story. Through interviews with senior leaders, visits to diverse manufacturing plants, and extensive reading and research, we made it our mission to uncover what Bridgestone Americas represents to people across the globe. For BSA, it was important to instill pride, create a connection, show innovation, communicate a bright future, and be recognized as a global organization. We carefully considered each brand design element in the headquarters to be representative of areas where the company has made a significant impact. Leveraging Inspiration We began with a robust discovery phase, and one of our learnings was that each tire gets its strength from a collection of steel-enforced chords. The unusual beauty of this fundamental element really struck us during our tour of one of Bridgestone’s manufacturing facilities—a large room of gold spools made us feel like we had entered a Rapunzel fairytale. We knew we had to tell this story of inner beauty and strength within the context of the new BSA headquarters. This patent-protected tire innovation, which would otherwise be hidden from view, is now the centerpiece of the company’s shared space. Authentic Product Integration While best known for tires, they also manufacture diversified rubber products including air springs and commercial roofs. The company’s impact on industrial applications is extensive, and we wanted to make sure we wove this authentic material into the design. Communicating the Brand BSA is a family of brands. Second, to Bridgestone, Firestone is the most prominently known brand under the Bridgestone umbrella, but the company has several other offerings, both tire, and non-tire, consumer and commercial. At the lobby level, it was critical to communicate Bridgestone’s global and far-reaching impact to passersby on the streets of Nashville. A large hanging tire and air spring sculpture create a distinct impression in the lobby, representing the core of the business across multiple business units. Across the lobby, a mosaic of screens features the company’s legacy, brands, products, and values.
What else would you like to share about your design? Why is it unique and innovative?
To move from a good user experience to a great one, meaning and purpose was a primary design factor for Bridgestone Americas, Inc. The most important impact is its ability to differentiate experiences and provide something unique, memorable, and authentic, because it drives sharing, recommendation, and emotional engagement. Now called Bridgestone Tower, the headquarters features a branded workspace experience that celebrates the company's heritage and demonstrates a connection to the community. Elements of their brand reflect accomplishments of the past but also highlight their innovation and the bright future ahead. The design team collaborated with Bridgestone in their consolidation of multiple offices into one location, a 31-story office building in downtown Nashville. This highly visible lobby space not only welcomes guests and employees but functions as a billboard to the street. An artistic hanging tire sculpture as well as a custom designed car platform create a lasting first impression. The public conference center showcases the innovation of Bridgestone with acrylic boxes which house objects highlighting their milestone innovations. Connecting the 14th floor and the 15th floor is a custom sculpture made from the shimmering gold metal thread which is proprietary to Bridgestone tires. This sculpture represents the strength of the company and the beauty of their products through the building blocks of Bridgestone. Amenity spaces include features such as a putting green turf wall and a vibrant mosaic showcasing their sports sponsorships and partnerships. These community spaces demonstrate the ways Bridgestone is a part of our everyday lifestyle. On the executive floor, patent artwork is on display that highlights breakthrough discoveries. Each department is represented through different themed wall graphics, each relating to the depth and breadth of the business. Images such as rubber trees, raw materials, manufacturing, truck, and mining speak of the company's connection to the community.
Who worked on the project?
a. Amy Bixler – Project Manager, Brand Design Leader b. Michael Lutz – Design Director, Design Experience Leader c. Jori Jessen – Project Designer d. Kevin Steele - Graphic Designer e. Michelle Wright – Signage Designer, Technical Leader f. Yukiko Takahashi – Brand Design Director g. Sharon Lessard – Retail Global Practice Area Leader
View the project video: https://www.dropbox.com/s/4l7bpeqaue70w5w/Bridgestone%20Video_FINAL.mp4?dl=0
Business Class Signature-Service – Redesigning the business class service experience on long haul flights.
Company IDEO GmbH
Introduction Date May 1, 2017
Project Website
Why is this project worthy of an award?
The key to winning the competition in high-end, business class air travel lies in the level of service. Legacy European carrier Lufthansa is well-known for its high security standards and on-time precision; however, upholding these values is not enough to stay competitive in today's market. To meet the needs of discerning passengers, Lufthansa approached IDEO for help in transforming its on-board business class service experience into one that’s thoroughly modern, distinctly Lufthansa, and centered on the new needs of today’s passengers. The ultimate goal was to earn a fifth star from Skytrax, a globally-recognized consultancy for aircraft industry auditing. After putting themselves in the shoes of both travelers and flight attendants on a variety of different airlines, the IDEO design team found that what really matters to passengers is a personal connection between the crew and the passenger, and the sense that the crew can anticipate what a traveler needs, whether it’s to be left alone, or flexibility in their meal service. With this insight in mind, the team focused on a new goal: for the flight crew to consider themselves to be trusted, caring hosts—adapting the service to the individual needs of each passenger. To achieve this goal, the design team focused on improving six signature moments, like the first interaction with your personal flight attendant or transitioning from eating to working or sleeping. The team built a cardboard 1:1 scale mockup of a slice of the airplane cabin and role played each moment with passengers and the Lufthansa crew. This helped design service flows that made passengers feel as if they were sitting in a good restaurant; it also led to small touch points such as on-screen messages, wardrobe notes, menu cards, order lists, and goodbye gifts. By embracing this new service philosophy and a new understanding of their roles, flight attendants are now best equipped to deliver a more personal passenger experience. In December 2017, thanks to these changes, as well as updated cabins, Lufthansa was certified as a five-star Airline by Skytrax, the first European airline to earn this distinction.
What else would you like to share about your design? Why is it unique and innovative?
Designers tested the long-haul service in a full scale Airbus A380 mock up at the airline’s testing facilities in Raunheim, Germany with 400 passengers and crew. This prototyping process was crucial, as executives witnessed firsthand how big of an impact the new service would have across the organization, which includes 18,000 flight attendants. The result: a shift in Lufthansa’s role from safe and dependable transportation provider to a world-class luxury service contender. Building on the new business class service experience designed and tested by IDEO, Lufthansa continued with on-the-ground testing, as well as live testing on selected flights to Chicago, Toronto, and Shanghai. Step by step, the new Business Class Service was rolled out across Lufthansa’s fleet. Since May 2017, the new service is provided on all long-haul flights to all destinations.
Who worked on the project?
Barbara Franz – Senior Design and Research Lead Leif Huff – Partner and Executive Design Director Moja Lees – Design Research Specialist Thomas Junk – Portfolio Director Franziska Mayer (Alumn) Jens Wiemann (Almun)
View the project video:
