What does widespread showroom mean? Leviant’s example of the interaction between physical space and digital platform, created with the technological collaboration of Neosperience and designed to promote Italian design brands on the territory, within selected hotels, and in the metaverse.
The widespread showroom consists of the display of objects not located in a single environment, but within spaces spread across the territory. This concept is at the heart of the Leviant Design Experience project, conceived by three young guys who joined together during the Clab entrepreneurial path of the University of Brescia: Gentian Dedej, Ivan Faustini and Giordano Rivellini. The goal is to enhance the made in Italy design and tourism, sectors damaged by the pandemic. The project is currently moving between the provinces of Brescia, Bergamo, Verona, and Mantua, but will soon reach other Italian areas too.
The model of the widespread showroom
The effectiveness of the widespread showroom is based on three aspects: communication, selection of widespread spaces and choice of objects. The first must be taken care of both within the diffused spaces and through physical and online channels, while the target of the objects must be in line with that of the hotel guests. The structures are selected according to strategic location criteria, customer type and attention to detail. Thus, the widespread showroom puts the customer in direct contact with the producer of the objects on display: an additional or alternative sales channel to traditional retailers is created. Hotels, without the need for investment of money, time, and skills, see their space enhanced thanks to the studied insertion of design objects and the recognition of a revenue by the platform.
What should the customer do? The process is simple: you can see the design products in their context, touch them with your own hands and use the objects in the physical space. Then later, through your smartphone, you will be able to connect to the Leviant platform, where you will find useful information and, most importantly, the option to buying the product as in an e-commerce.
The technological component
Technology is a fundamental part of this entrepreneurial project. The widespread showroom is in fact created through the display of design products inside the hotels, but these objects are equipped with an identification tag that houses QR codes and passive NFCs (Near Field Communication). Thanks to their smartphone, the customer is put in communication with the marketplace, where the main information on the product is shown and where to finalise the online purchase.
What’s more: the technological platform can also be extended to the recreation of environments in the metaverse, thus opening the showroom to increasingly immersive and memorable applications. This presence is functional to create a “customer attraction” strategy oriented towards the digital consumer, who is then clearly addressed to a tactile interaction with the product at the closest or most coherent point with the customer.