About GenslerOnLifestyle

We enjoy our lives in many ways. GenslerOnLifestyle offers ideas and insights about how design can make leisure more accessible and enjoyable.

Search GenslerOn
Lifestyle Topics
Connect with Us
« Augmented Reality in Your Daily Coffee | Main | Renovating an iconic department store: Wilkes Bashford »
Wednesday
Nov092011

Street View Becomes Store View

Gensler

I recently read the BBC News article about Google launching its Street View technology to document interior retail spaces and other environments. I believe the implications for the architectural and design profession are immense: By “being there” through richer online experiences, we can engage in more compelling conversations with clients about relevant retail environments around the globe in real time. It seems a logical evolutionary step following the growth of smartphones, higher quality cameras, Facebook and location check-ins.

As the service expands and more brands participate in Google’s service, we will soon have the ability to enter real spaces but shop their shelves virtually, for example, to recall that item you saw inside a store but can’t remember the name. Or maybe you want to skip lines during the holiday shopping season; stores can update panoramic images of their seasonal merchandising to the Google servers and customers can essentially visit the store on a sale day to shop through images and panoramas, but complete the purchases online on the retailer’s website.

Recently I have been using Photosynth when I visit architecture projects as the static set of photos of a place never really conveys the experience of being there. For instance, I traveled through the recently completed SFO T2 terminal and shot this panorama. Using my iPhone, within 5 minutes I posted to the Photosynth site and to my Facebook page, and almost instantly a searchable 3d panorama was live online with a GPS location for anyone to find it. Like YouTube videos, the panorama is meta-tagged and linked to several other users’ panoramas – so you can virtually walk through almost the entire airport starting with my panorama or anyone else’s. Previously I had found that static views of the terminal never really explained its quality of openness, natural light and scale of the art installations. Now, by using apps to create a panorama we can convey the experience far more deeply than a single image ever can.

We often debate that online shopping takes away the immersive experience of “being there.” Though you might still miss the human connection that a physical store enables, Google’s latest Street View developments might just be that missing link between in-person and virtual shopping experiences. And suddenly the store environments and experiences we design are visible to a much broader audience.

Gensler
Irwin Miller
Irwin Miller is a co-leader of Gensler’s global retail practice, and a design principal in the Los Angeles office. Focused on brand integration and user experience in retail environments, Irwin is forever motivated by his own daily encounters with design – finding inspirations everywhere from the county fair to summer holidays with family in Europe. Contact him at irwin_miller@gensler.com.

References (1)

References allow you to track sources for this article, as well as articles that were written in response to this article.
  • Response
    Response: my hot essay
    A research and development projects need curiosity and a focused mind. You can complete your research work fast if you are on the high level of interest. It requires more efficiency and hard work to meet the deadline. I sometimes recommend write my essay service to avoid panic. Thanks for sharing ...

Reader Comments

There are no comments for this journal entry. To create a new comment, use the form below.

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
Post:
 
All HTML will be escaped. Hyperlinks will be created for URLs automatically.