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How to make your store hyperphysical with immersive technologies

With consumers’ growing appetite for engaging shopping experiences, brick-and-mortar stores now have to find more imaginative ways to compete. That’s why some brands are reinventing their retail spaces to make them so spectacular that visiting them is an emotional experience. Adding sensory and emotional attractions to a shop is a new trend called ‘hyperphysical retail’. Let’s see how brands entice more consumers into their brick-and-mortar stores through hyperphysical experiences and what Cappasity is bringing to the table.

What is hyperphysical retail

First, let’s break down the term. Hyperphysical stores are defined as shops that deliver a higher level of personal, cultural, and memorable experience for their visitors. They are typically beautifully decorated with tactile materials, offer interactive experiences like Augmented Reality and virtual try-on, and serve as entertainment venues. The purpose of a hyperphysical experience is to heighten shoppers’ senses through emotional and exclusive experiences.

How hyperphysical stores benefit brands

Providing hyperphysical experiences to consumers is highly beneficial to retailers. Brands creating a memorable in-store customer journey are more likely to appeal to the Gen Z audience. Younger generations are now visiting stores expecting to be offered an experience that goes beyond the transactional process of buying. They are looking for aesthetic Instagram and TikTok spots for creating viral content. According to IBM and the National Retail Federation’s Survey, 56% of international Gen Z shoppers physically visit stores for a fun experience.

Coach, an American luxury fashion house specializing in leather goods, was one of the first brands to open a hyperphysical store. The brand created a pop-up shop ‘Tomorrow’s Vintage’ where customers could get an immersive look at the brand’s rich history. Besides exploring the brand’s legendary vintage items, visitors had the opportunity to ask artists to customize their bags and take part in a retro game to win treats. Playing on feelings of nostalgia, the store transported younger visitors back to a time before digitalisation dominated daily life.

Hyperphysical retail is also a perfect way to build brand awareness and create an effective word-of-mouth strategy. Among the retailers who have built a strong brand image through hyperphysical stores, the undisputed leader is Jacquemus. Their exclusive pop-ups, including monochrome shops in Milan and Paris, have gone viral on social media, and ‘Le Bleu’ installation at Selfridges is where Simon Porte Jacquemus reinvented his bathroom, transforming it into an experiential point of sale. Alongside the unusual interior design at their pop-ups, Jacquemus provided immersive experiences to heighten shoppers’ feelings. For instance, ‘Le Vestiaire’, another installation at Selfridges, transported customers through a surrealist swimming pool and rooms with 3D sensory experiences.

Hyperphysical stores help brands attract more consumers to items and increase sales. For example, inspired by their popular ‘Coach Pillow’ bag, Coach set up an inflatable pillow-like installation in London. The pink structure could also come to life digitally through an augmented reality treasure hunt. As a result, sales of the pillow tabby rose 140% and attendance in stores was up 40% during the pop-up’s opening weekend.

How to create a hyperphysical experience with immersive technology

Adding immersive technology to a brick-and-mortar store is an effective way to deliver a spectacular hyperphysical experience for shoppers, making a customer’s journey more enjoyable and playful. Cappasity offers all the necessary tools to make a brick-and-mortar store hyperphysical by implementing Augmented Reality into in-store shopping. Our solution for fashion allows retailers to create interactive AR holograms of items within as little as 20 minutes (vs 3–5 days). The AR hologram creation process doesn’t require manual 3D modeling, making the solution suitable for retailers with large catalogs.

Click the “Cube” icon to examine the look in AR.

AR holograms provide animated total looks, help consumers envision how the clothes on hangers will look in real life, and show them how to combine them with other fashion pieces, leading to an increased average check-out. AR holograms are also useful for demonstrating items that are temporarily out of stock. If consumers can’t find what they’re looking for, they will instead be able to examine the item in Augmented Reality. They can then either make an order through the brand’s site or visit the location where the desired item is in stock. On top of that, brands can create a full digital catalog in Augmented Reality to provide consumers with memorable shopping experiences. The additional interactivity of AR holograms boosts customer engagement, resulting in an increase of sales.

To create a hyperphysical experience with AR technology, retailers can print QR codes which redirect shoppers to AR holograms and add them to item tags. The consumer will simply need to scan a QR code with their smartphone and they will be able to explore a whole outfit in their surrounding environment. To showcase out-of-stock items, brands can place a kiosk in-store to provide consumers with QR-codes redirecting them to AR holograms.

To implement immersive technologies into your store, contact our team via

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