OPI

VR free standing display unit

Project Logo

World leading beauty company, COTY, owner of a portfolio of unique contemporary brands, set out to positively disrupt the beauty industry with a radical approach to in store experience. This enabled consumers to trial and shop a range of nail lacquer from OPI. We teamed up with Play Retail to deliver it across the world.

Play conceptualised a free standing display unit (FSDU), which would employ VR software, allowing shoppers to try out shades of OPI’s nail lacquer on a digital representation of their own hand in real time. Combining the use of 3D generated content with motion-tracking software and a digital signage display, shoppers can walk up to the device and instantly start interacting.

The hardware for the project was specified and installed by our team of engineers, which has now been rolled out globally, across nine continents.

We also worked with Phygital, to build a bespoke content management system (CMS) designed for OPI to capture and store data from every interaction on each individual unit. This provides the team with the power to remotely update both the shade library and promotional content in individual or multiple locations, while also giving them access to unique data captured by each unit.