Kue mann, Ka in
Wo king Pape
Use o XR o e i alize and ac i a e shop windows
Sugges ed Ci a ion: Kue mann, Ka in (2024) : Use o XR o e i alize and ac i a e shop windows, ZBW
- Leibniz In o ma ion Cen e o Economics, Kiel, Hambu g
This Ve sion is a ailable a :
h ps://hdl.handle.ne /10419/284102
S anda d-Nu zungsbedingungen:
Die Dokumen e au EconS o dü en zu eigenen wissenscha lichen
Zwecken und zum P i a geb auch gespeiche und kopie we den.
Sie dü en die Dokumen e nich ü ö en liche ode komme zielle
Zwecke e iel äl igen, ö en lich auss ellen, ö en lich zugänglich
machen, e eiben ode ande wei ig nu zen.
So e n die Ve asse die Dokumen e un e Open-Con en -Lizenzen
(insbesonde e CC-Lizenzen) zu Ve ügung ges ell haben soll en,
gel en abweichend on diesen Nu zungsbedingungen die in de do
genann en Lizenz gewäh en Nu zungs ech e.
Te ms o use:
Documen s in EconS o may be sa ed and copied o you pe sonal
and schola ly pu poses.
You a e no o copy documen s o public o comme cial pu poses, o
exhibi he documen s publicly, o make hem publicly a ailable on he
in e ne , o o dis ibu e o o he wise use he documen s in public.
I he documen s ha e been made a ailable unde an Open Con en
Licence (especially C ea i e Commons Licences), you may exe cise
u he usage igh s as speci ied in he indica ed licence.
h ps://c ea i ecommons.o g/licenses/by/4.0/deed.de
Ka in Kü mann, Wes phalian Uni e si y o Applied Sciences, Gelsenki chen
Use o XR o e i alise and ac i a e shop windows
Con en
Ini ial si ua ion and objec i es ...................................................................................1
Vi ual, augmen ed and mixed eali y ........................................................................1
Resea ch o exis ing XR appea ances in p esence and online .................................2
XR use in he p esence a ea ....................................................................................3
Could XR con ibu e o acancy e i alisa ion? .........................................................3
XR ames as a concep o isible imme si e in e ac ion su aces ..........................5
E alua ion .................................................................................................................6
Conclusion ................................................................................................................8
Acknowledgemen s ...................................................................................................8
Re e ences................................................................................................................8
In oduc ion
Imme si e echnologies, as i ual eali y (VR) and augmen ed eali y (AR) a e closely
linked o head-moun ed displays, complex so wa e de elopmen and in ensi e compu ing
powe . Vi ual ex ensions in con en ional show ooms and museums, i ual p oduc
p esen a ions, pa icula ly in he luxu y segmen s, i ual i ing o glasses, p ope y ou s
and echnical main enance wo k ha e become eali y. Re ail chains and manu ac u e s in
pa icula a e expanding hei online o e ing wi h 3D p oduc s and iews by adding eal
added alue. A small s uden p ojec conside ed whe he AR could be used o e i alise
acan p ope ies and os e ac i a ion.
1
Ini ial si ua ion and objec i es
In o me mining pe iods, Gelsenki chen-Ueckendo was home o se e al la ge collie ies
wi h a lou ishing shopping s ee , many splendid shops and own houses. The
wi hd awal o he indus ies was ollowed by high unemploymen and he economic
decline o he own and he e o e he shopping s ee . Res o ing he local u ban
de elopmen began in 2010; own houses we e eno a ed o s uden accommoda ion,
shops, child en's, you h cen e s, ba s and es au an s.
Space was c ea ed o local a is s, c ea i es, s a Ups and ICT specialis s go oom in
he eno a ed buildings. The chu ch was con e ed in o an e en hall whe e mee ings,
con e ences o cul u al e en s ake place. Today, he dis ic cou , NRW Talen Cen e
and science pa k bo de he no he n side o he s ee , while a pa k and schools bo de
he sou he n side. In ecen yea s, e en s and es i als om a b oad spec um o VR and
AR, a and u ban de elopmen opics had egula ly aken place in he old shopping
s ee a ound he chu ch. Young li e has now e u ned wi h a ious small companies,
you h acili ies and es au an s; benea h IT-S a Ups is a XR-S a Up loca ed on he
small chu ch squa e in he cen e o he old shopping mile and changed i in an u ban
eal-wo ld labo a o y.
Focussing he a ge g oups o he s ee , ou p ojec – as an ini ia i e om mx
s o y elling - examined whe he an e en - ela ed o pe manen e i alisa ion using AR
o VR would be concei able. The ocus laid on he online-o line ne wo king o he local
neighbou hood's a and c ea i e scene, he local es au an s, shops ac oss all hou s o
he day using AR as a pa icipa o y concep . One o he ideas was o amilia ize e en
isi o s wi h he s ee and ne wo k wi h he local scene.
Vi ual, augmen ed and mixed eali y
Vi ual eali y desc ibes an a i icial, non-exis en o simila ly exis ing imme si e
en i onmen . Imme si e games and lea ning en i onmen s o i ual mee ings o se e al
a a a s in co-ope a i e en i onmen s a e widesp ead. The imme sion, i.e. he imme sion
in he spa ial ep esen a ion, is achie ed by special 3D cons uc ion o he objec s, hei
su aces and p ope ies, so ha hey appea eal and can be o a ed and mo ed 360° in
i ual space, o example. VR goggles o p ojec ions on o special walls and su aces a e
2
used o display hese objec s. I is mo e complex o p oduce han a no mal ilm; he
i ual spaces a e displayed 360° spa ially (esp. o bo h eyes). The mo emen s o he
objec s in he oom a e igge ed by he use using special con ol handles and acking
unc ions. The isual ep esen a ions in he VR glasses change acco ding o he use 's
ac ions. F ee-s anding head moun ed displays wi hou cables wi h as image build-up
imes a e cu en ly s ill expensi e and ye no e y widesp ead.
Augmen ed eali y (AR), on he o he hand, desc ibes an ex ension o eali y wi h
i ual con en in eal ime, e.g. mul imedia anima ions o in o ma ionse g, 360°
en i onmen s, 3D o mo ing images ha a e loaded om a cloud on o an end de ice.
AR can be in e ac i e using came as o ouch displays, wi h isi o s ges icula ing o
making selec ions. The eal wo ld is enhanced by i ual con en , such as images in
books ha "come o li e". These addi ional In o ma ion may be use ul, su p ising o
en e aining na u e.
In he easies case, he sc eens o mobile phones can se e as display su aces, which
o e s mo e scope o use by e e yone. Some AR echnologies use GPS posi ioning so
ha i ual con en can appea a ce ain loca ions, o example images o explana ions
du ing a ci y ou .
Mixed eali y o ex ended eali y (XR) was ini ially used as a synonym o AR; XR is now
used as an umb ella e m o di e en le els o eali y/ i uali y be ween eali y and
comple e VR, i.e. "mixed eali y".
Resea ch o exis ing XR appea ances in p esence and online
The ini ial esea ch e ealed ha XR has a i ed in p ac ice in e ail, a , a chi ec u e
and u ban planning wi h a wide ange o applica ions, o example:
- Online Adidas shoe i ing wi h 3D p oduc s and il e s,
- Online cosme ic consul a ion, glasses y-on using an app and came a,
- 360° online show ooming, o example om Lancôme, Lego,
- digi al a i icial clo hing, a ailable online as NFTs om Chanel,
- Za a, Timbe land wi h i ual i ing ooms wi h sc een and came a in he
physical shop,
- Holog am display o animals on special oils in p esence,
- a ully imme si e ad en u e wo ld wi h 3D glasses in he p esence o
3
Globe o e ,
- an in e ac i e Magic Mi o o i ual AR ki es in a busy mall,
- i ual p oduc p esen a ions wi h VR glasses om Po sche in he show oom,
- online and s a iona y XR a in museums,
- Ci y de elopmen and ci y ou is ic ou s wi h AR elemen s, a ailable online as well
as in p esence,
- Gaming e en s o single pe sons o a g oup, in p esence and online.
The examples a y in hei echnological implemen a ion; hey ange om mobile phone
came as o special holog aphic displays o sc eens wi h came as o comple e VR wo lds
wi h glasses and acking in i ual space. The use cases we e gene ally exci ing,
ascina ing, en e aining, in o ma i e and o e ed added alue o hei use s. Mos
ins alla ions we e only a ailable empo a ily. Elabo a e and sensi i e echnologies a e
mainly ins alled indoo s; busy squa es, s ee s o dedica ed show ooms a e o en
chosen o XR expe iences.
In he online sec o , pe manen XR applica ions a e nowadays es ablished, such as
spec acle i ings, ca and p ope y iewings, u nishings, oom dimensions wi h
u ni u e selec ion e c.; hey ha e es ablished hemsel es as use ul and con enien o
cus ome s due o hei posi i e e ec s and b idge he online- o-home dis ance.
XR use in he p esence a ea in eal wo ld
Con en ional physical exhibi ions and show ooms a e also inc easingly enhanced by
imme si e p esen a ions wi h XR. In he simples case, hese a e pos e s o objec s ha
a e linked o XR elemen s in he cloud and hus igge expe iences wi h addi ional
use ul, exci ing o unny in o ma ion. Vi ual machines, imme si e animals o a can
hus be b ough om he cloud in o he eal show oom ia he ne wo k any ime and
anywhe e. I is he e o e concei able ha he emp y show oom could be expanded wi h
24/7 addi ional se ices o e en - ela ed and empo a y wi h new oppo uni ies o sales,
e en o ci y cen e managemen .
Could XR con ibu e o acancy e i alisa ion?
The analysis showed ha s a iona y XR use cases wi h high cus ome o a ge g oup
speci ic added alue need o be ound. Imme si e p esen a ions can ake place
4
empo a ily, e en -based o pe manen ly ou doo s a shop windows o indoo s in emp y
shops. Indi idual playe s would ha e o p o ide pe manen o e s in shop windows; he
al e na i e is an exchange pla o m o o ganiza ion o many playe s wi h he simples
possible echnology o he use and c ea ion o imme si e con en . In o de o p omo e
in e ac ion and ne wo king in ou use case, he empo a ily emp y shopping windows a
simple pa icipa o y solu ion was a ou ed. I was hough abou he in e ac ion and
ne wo king o pe manen en ep eneu s and esiden s wi h each o he as well as wi h
empo a y isi o s o c ea e imme si e empo a y o pe manen XR expe iences. An
imme si e ex ension o he pe manen o e o in o ma ion and socialising pu poses,
shopping, lea ning, playing and en e ainmen seemed pa icula ly sui able o he
exis ing a ge g oups and esiden s.
On he supplie side, he local gas onomy scene, local en ep eneu s, local ade,
es i al and con e ence o ganise s, empo a ily ac i e a is s and XR specialis s as well
as playe s om he uni e si ies and schools we e iden i ied.
On he demand side a and con e ence isi o s, local esiden s and a is s,
schoolchild en, scien is s, ci y planne s, young people o he en i onmen wi h a ini y
o echnology we e iden i ied as po en ial cus ome g oups.
Imme si e con en could be p esen ed pa allel o specialis cong esses, a is s' mee ings
and cul u al e en s in he chu ch; a is s could expand hei eal exhibi ion objec s wi h
i ual con en o expe imen wi h XR. The emp y show ooms could be imme si ely
en iched om ime o ime by local es au an s, e en o ganise s wi h hei o e ings.
One goal was o expand eal ne wo king in he dis ic wi h digi al con en 24/7 and
ac i a e he emp y s ee . Many o he oppo uni ies a ise om he local s a -ups,
schools and small businesses in he neighbou hood. I is o cou se possible o use he
show ooms wi h play ul, amazing o ad e ising con en as a VR playg ound o many
playe s in he egion.
The echnological se ing should be as in ui i e as possible o p o ide s and
consume s using amilia echnology, such as mobile phones wi h GPS and adio
echnology, displays and came as.
5
XR ames as a concep o isible imme si e in e ac ion
The show ooms o he XR-S a Up a e loca ed on he small chu ch squa e and he su -
ounding emp y spaces seemed o be an ideal place o "XR F ames"; XR F ames a e
colou ul pic u e ames wi h objec s, sc eens and pos e s in i , which a e linked ia cloud
o imme si e con en . The colou ul ames a e easily ecognisable o cus ome s and
encou ages pa icipa ion o ac i a e he imme si e con en . Ins uc ions “how o do XR”
should be made isible on pos e s o sc eens. Thanks o a ailable WLAN an easy- o-use
app can be downloaded on he use s mobile phone, as an always he e de ice.
Figu e 1: XR ames in he shop window o ac i a e imme si e con en
In ou case, he A iVi e and HoloLink apps we e es ed in a demo e sion; small
ilms, pic u es, ou ing in o ma ions and 360° iews we e wi ed om he image
con en o he app cloud p o ide . As ou lined in Figu e 1, objec s, logos and
images we e placed in he shop windows o ou XR S a UP on he small chu ch
squa e and linked o imme si e con en . By poin ing he mobile phone came a on
hese objec s - a bo le in he XR ame - he linked con en , in his case he
di ec ions o he local e o pub, was ac i a ed and displayed om he A i i e
cloud ia WLAN and image ecogni ion. A uni e si y logo “WH” - ealised he e
wi h HoloLInk - ac i a ed a 360° oom, in which you may mo e i ually and
b anch ou o websi es wi h in o ma ion on Bachelo p og ammes. In addi ion o
he XR ames, he ins uc ions ha e o be shown on pos e s o sc eens. Flowe s
sc een wi h
ins uc ions
6
may ac i a e an u ban ga dening e en o he o e s o a nea by lowe shop.
Se e al XR ames we e planned o se e al shop windows, so ha imme si e
window shopping p o es o be a ied and s imula ing.
An easy- o-lea n and s able pla o m can ha e an in eg a i e, pa icipa i e and
ne wo king e ec o many pa icipan s. The XR con en could hus be c ea ed in a
simple way as a s ee expe ience by many s akeholde s, making he di e en o e s o
he s ee and i s s akeholde s i ually mo e isible. A weal h o a ie y and many
s imula ing momen s wi h in o ma ion, games and in e es ing ac s would appea o be
impo an so ha i emains li ely and in e es ing o consume s and a ac s hem o he
imme si e p esen a ion mo e o en. In addi ion o p ojec weeks o schools, science
and con e ences, QR codes o links o pu chasable p oduc s in acan p ope ies as
concep s o es a e also possible.
E alua ion
This p o o ype was in ended o es he echnical easibili y as well as he o ganisa-
ional ac o s o a possible e i alisa ion o acan p ope ies and o shed ligh on he
p e equisi es and amewo k condi ions.
In o de o e i alise he s ee and in e connec he esiden s wi h he help o lexible
usable XR ames and imme si e elemen s, in e es ing o ma s and con en and su icien
equency a e needed o c ea e a pa icipa o y e ec o he a ge g oups. A pa icipa o y
e ec can only be achie ed i apps and handling a e easy- o-use and s able echnology
pla o ms a e used. This could be achie ed wi h he help o a ew selec ed and licensed
apps. Clea ecognisable ea u es such as he XR ames men ioned abo e a e impo an
igge s o ying ou and pa icipa ing.
Ta ge g oup-speci ic p ojec weeks pa allel o e en s wi h sui able con en - a , cul u e,
science, ad en u e, shopping - seem o be a good basis o su icien equency and
pe haps he es o some mone a iza ion models. Sui able o ma s and psychological
mo i a ions o shop window use and XR use would ha e o be e alua ed in mo e de ail
in o de o make gene al s a emen s. The e en s aking place in he s ee would be a
good oppo uni y o es p ecisely his.
The s a iona y applica ion examples ini ially esea ched showed a empo a y and e en -
based cha ac e ; he medias we e gaming, su p ising, in o ma i e o use ul na u e. Thei
7
echnological ealisa ion a ied in complexi y and pu sued di e en goals; e ail chains o
p oduce s ha e di e en echnical and mone a y esou ces, es and oll-ou op ions han
small owne -managed e aile s.
The online o e s conside ed we e mos ly o a mo e pe manen na u e, a ailable 24/7
and ep esen ed cus ome -o ien ed added alue - pe sonalisa ion, indi idualisa ion,
use ulness, con enience. Wi h his ype o 3D objec , online e ail can educe he
p oximi y o he cus ome any ime and anyplace. "Wi ing" online p oduc and se ice
o e ings using AR would b ing indi idual p oduc s om online e ail back in o he ci y
cen e and in eg a e hem digi ally.
I was shown ha XR can be used o e i alise a squa e in ou small shopping s ee .
Some con ain s ha e o be aken in mind:
1. Tempo al limi a ion is impo an o in e es ing li eliness and a ie y.
3.
Supply o hema ic a ge g oup XR o e s is di ec ly linked o hema ic and
occasion- ela ed e en s and cong esses. This may be he chance o mone a iza ion
h ough mo e appealing and a ac i e con en .
4.
Technical openness and in ui i e usabili y is undamen al o allow use s o di e en
ages and echnical backg ound o pa icipa e as easily as possible. I is essen ial o
lowe he en y h eshold o he supply side and inc eases he pa icipa o y e ec
wi h a highe a ie y o imme si e con en .
5.
The lexible implemen a ion wi h cus omizable XR F ames can inco po a e a
di e en numbe o shop windows h ough he ames in di e en sizes, colou s and
a ying con en .
7. Cen al planning and o ganisa ion by a coo dina ion o ice is necessa y. In o de o
inc ease he quali y o s ay and equency on he emp y squa e, a coo dina o is
necessa y o plan he e en s and coo dina e he XR F ames. In addi ion o echnology
and aining, he echnical implemen a ion also includes licences; as XR ames could
also se e as ad e ising space, e enue gene a ion would be concei able in p inciple.
