AS NOVAS TECNOLOGIAS E A TRANSMUTAÇÃO DA REALIDADE VIRTUAL NO ESPAÇO FÍSICO: AS MARCAS DE LUXO EM DIREÇÃO A MATRIX

Abstract

In contemporary scenario, new technologiesprovide greater interactivity in communication, selling morethan a product, a vision, a concept, a lifestyle as well asreinforcing the positioning and brand value. Besidesinteraction on websites – that simulates an aspect of thephysical world from the view of the product until onlineshopping –, interactive media and graphic elements allowtransmutation from virtual to real in the retail design. Theycreate aesthetical attributes from artificial elements, offeringunique sensorial experiences that break with traditionalview of retail design, moving toward Matrix. We selectedshops from brands as Chanel, Louis Vuitton and Hermes,representatives of the luxury market, in order to identify newtechnologies as communication strategies at retail design.Index Terms ⎯ post-modernism, consuption, retail design