Phygital is nothing new and why it’s here to stay.

Written by Augustina Lavickaitė
3 min read
Related article:
On Branding Crypto

Phygital has the power to eliminate an issue by bridging the gap between a user and an activity, space, and information. Above all, phygital should not seem intimidating or distant it’s already here and presents exciting new possibilities.

The pandemic reality has altered and shifted our expectations as consumers - the convenience of home paired with a lack of activity created a new set of needs to be catered to. We grew accustomed to putting in low levels of effort, but continue to crave interactivity and stimulation. Above all, these past years proved that our connections are more tightly knit than we might have thought. Phygital takes the stage in this complex context. Think of anything that combines the immediate and immersive digital with the interactivity of physical - pre-ordering food on an app, scanning a QR code on a magazine, even completing a payment using mobile banking…

However, phygital does not originate in the Covid pandemic, it is nothing new and it is definitely here to stay. Together with other digital age trends, such as cloud computing or crowdsourcing, it rises from the convenience of online and its hyper-connectedness. Our digital habits shape our physical reality to the point where we, as customers and as individuals, exist equally online and offline. And so, we expect products, companies, and experiences to do the same. 

Our digital campaign for Fabienne Chapot’s 15th anniversary is a great example of embracing phygital possibilities - humanizing the brand, prioritizing user experience, and expanding beyond retail. The campaign’s website is a chance to (re)discover the world of Fabienne Chapot in fun and new ways. It tells a non-linear narrative of the brand - from archives of prints to behind-the-scenes images of the atelier, from the creation of the exhibition to personal accounts of creatives working with and for Fabienne Chapot. Animated bags and silk scarves displayed the new 15th-anniversary collection, allowing customers to examine the quality and looks of the products in great detail digitally.

The design for the FCXV experience extends beyond the website and into the streets of Amsterdam through augmented reality filters. With the first filter, the storefront of the pop-up exhibition bursts with flowers, giving the viewer a taste of what’s to come and adding to the aesthetics of the campaign. Inside the store, the next filter allows the 2D ornamental designs to unfold in 3D space, creating the impression of walking through the patterns. Last, the front camera filter places floral ornaments on and around the face of the user. All three encourage interactivity through augmented reality and collaboration with others, creating more memorable shared experiences.

Whether it is to increase the popularity of a brick-and-mortar store, to appeal to Millennials or Gen Z, or to explore alternative options in marketing, phygital brings new opportunities. Online and offline are already part of our reality, and incorporating this in any project can only bring beneficial, exciting possibilities.

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Taeke KeuningMotion
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Taeke Keuning

Wondering what we could do for you? Contact us or let us contact you.

Taeke KeuningMotion
We will contact you within 24 hours by email

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