An immersive transformation of Sense Immaterial Reality for the Olympic Games

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Augmented reality for retail platforms and urban interactions shaping the future
S-iR, a Milan-based technology design studio, has expanded its presence by showcasing its work in nine prominent locations in Paris. At the same time, Gabriele Corte has been appointed Chairman of the Board of Directors of S-iR.

Following the 2024 Olympic Games, SENSE OF IMMATERIAL REALITY (S-iR), a Milan-based tech design studio, has transformed the streets of Paris with a series of innovative AR activations.The HeARt experience”, developed in collaboration with Foot locker EMEAplaces S-iR at the forefront of the AR retail revolution, pushing the boundaries of how the physical and digital worlds converge.

Never before have twelve augmented reality retail experiences been created to transform nine iconic Parisian locations into interactive digital spaces. Conceptualized and designed to meet a creative vision from Foot Locker, each activation transformed everyday spaces into extraordinary interactive environments. With this initiative, S-iR sets a new standard in immersive design, transforming both the retail and experiential landscape. S-iR technology was essential to transforming Foot Locker stores and surrounding areas into dynamic augmented reality experiences.

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

Leveraging Google's Geospatial Creator in Adobe Aero, S-iR integrated bold, sport-inspired 3D graphics with real-world locations. Highlights include: New balance show at number 45 Rivoli Street, 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. Drawing on in-house creative concepts to animate the facades, the S-iR team designed the 3D elements in Blender, precisely following the actual measurements and proportions of the storefronts. This process required skills in modelling, texturing and manual 3D animation.

The project expanded beyond the shops to the city streets with interactive AR installations featuring NikeNike Limited Edition TN Sneakers, Fun Balloons That Release Nike DN When You Type On Them, Deconstructed Asicsand a subway station showcasing all brands’ collections together. The dancing referee wowed passersby, while New Balance items appeared on a catch-all machine, transforming urban spaces into canvases for innovative virtual design. These augmented reality 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 and ensuring small file sizes for seamless augmented reality experiences.

Participants were able to embark on a unique digital adventure by visiting The HeARt Experience website, developed in-house by S-iR, which includes a 3D map of Paris to guide users and encourage them to explore augmented reality experiences. This interactive journey offered exciting challenges that allowed 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 fusing cutting-edge technology with artistic vision, S-iR enhances consumer engagement and redefines our interaction with the environment. This project sets a new benchmark for retail experience and digital interaction.

In parallel, S—iR will welcome the appointment of Gabriele Corte as Chairman of the Board, a key step in opening up the Board and further strengthening 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 in S—iR pursuing its vision for the future of digital luxury.

Gabriele is a member of the Executive Committee of Ceresio Investors and Managing Director of Banca del Ceresio in Lugano. He will bring to S-iR a wealth of experience, 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 dynamism of Art Zuijderwijk, CEO of S-iR, who has led the company’s ambitious growth in the field of immersive digital experiences.

Founder Alvise Braga Illa will take an active role on the Board of Directors, ensuring the company continues to leverage its technical strength and innovative drive. With Gabriele’s financial acumen and Alvise’s visionary leadership, S—iR is poised 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 management team emphasized. “With Gabriele’s guidance, we will further expand into virtual reality, augmented reality and AI-driven personalization, while strategically strengthening our capabilities through targeted acquisitions.”

Gabriele Corte commented: “I am honoured to join S—iR at such an exciting time for 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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