As part of the launch of the new Si Passione product, Armani's retail teams aimed to take their collaboration with Bweez to the next level by introducing a cutting-edge immersive experience: the Red Room. This dynamic, fully connected space immerses customers in a powerful, sensory-driven experience, capturing each moment on video to amplify brand visibility across social media, blending retailtainment with high-impact digital engagement.
In our exclusive Armani retail experience, we invite you to step into a dynamic, immersive space that embodies the essence of passion and rhythm – What Makes Your Heart Beat.
As you move and dance, your energy interacts with the environment, causing the lights to gradually shift from dark to a vivid, full red, symbolizing the awakening of desire.
The pulse of a heartbeat sound fills the room, intensifying with your movement, syncing with the rhythm of your body and emotions.
This fusion of light, sound, and motion transforms the space into a personal expression of what makes your heart beat faster – an experience that connects deeply with the bold and sensual spirit of Armani.
We aimed to convey sensuality and deep emotions through a bold, vivid red, paired with striking lighting effects. The gradient transition from darkness to rich red elevates the experience, embodying simplicity and elegance.
At the heart of this concept is the fragrance, with its unique and dedicated ingredients, which radiates throughout the space, surrounding customers with an intense, immersive feeling of sensuality.
This creates a sensory atmosphere that defines the essence of the brand, establishing the foundation for its visual and emotional codes.
The camera captures and analyzes every movement of the customer in real time, interpreting their gestures to create a unique and emotionally charged ambiance.
This personalized interpretation of the customer's rhythm is then seamlessly translated across the different devices within the space:
Lighting adjusts to bathe the room in a signature red glow, while dynamic visuals appear on the screen, enhancing the intensity of the experience.
Meanwhile, the sound system immerses the customer in resonant, captivating audio, further amplifying the atmosphere.
The interface is carefully designed to enhance the sense of immersion while maintaining intuitive ergonomics and ensuring a clear understanding of the photobooth concept.
The UI is designed as an interactive tutorial where users are guided through every step of the experience – from entering the space, interacting with the environment, and finally scanning and sharing the result on social media.
This journey is not only functional but aesthetically refined, transforming the experience into a self-guided adventure. This design approach simplifies deployment and maximizes ease of use on-site, ensuring a seamless, enjoyable interaction for all customers.
The technicians at Bweez and the designers at Apanache collaborated to achieve a seamless integration of technology within the immersive cabin.
By adhering to the principles of modularity, we’ve crafted an experience that allows each country to tailor the setup based on their budget and the size of their stand, selecting the appropriate hardware accordingly.
All technical elements are expertly concealed within the architecture, enhancing the immersive effect without disrupting the aesthetic or experience. This meticulous integration ensures a flawless, uninterrupted journey for the customer, where the technology works invisibly in harmony with the space.
We aimed to create a unique and memorable piece of content that captures feelings of intensity and sensuality with a refined artistic style.
To achieve this, we layered multiple effects: perfect framing tailored to specific objectives and camera angles, a dynamic, generative background that transports users into a distinct environment, and front-facing lighting effects that add depth and energy.
Additionally, slow-motion effects elevate the fluidity and elegance of the customer's movements. All these layers work seamlessly in real time, delivering a polished result that is instantly shareable via a QR code.
We have supported the deployment of the Red Room experience across more than four retail sites, providing assistance to countries at every stage:
Next Project
Next Project
