Mirum creates ‘hidden’ football museum to show the future of retail experiences

Mirum Next Reality Football

Digital agency Mirum has created a museum around a fictional football team, hidden from view in the fact that it exists solely through tablets and VR, to show how brands could be augmenting retail spaces with mixed reality.

The ‘hidden’ museum is a fictional experience about Mirum United and uses Microsoft HoloLens and Surface tablets to create interactive stories.

The agency created the ‘Next Reality Football’ demonstration for the “The Future of Shopping Malls” Business Conference and Exhibition this week, an event hosted by the Airport Authority Hong Kong, a long-term client of Mirum.

The idea behind the demonstration was to prove to brands that virtual experiences that interact with physical spaces can also help drive sales and spark commerce.

The devices showed people content about players and the club, including statistics, as well as using the HoloLens to interact with virtual items such as trophies or podiums. A virtual store allowed people to purchase tickets and the experience also allowed people to create personalised Mirum United shirts.

Win Mak, Mirum Hong Kong CEO, commented: “Whilst technology such as mixed reality is still at a relatively early stage of utilisation, we need to be aggressive and realise the potential of these future technologies for today’s markets. Companies who act now and embrace the technology around them will be able to capture the imaginations of consumers and establish themselves as industry pioneers. The digital inspiration on show today at the Mirum United museum comes from our brand new experience centre which we hope will help clients seize the opportunities that the digital world has to offer.”

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