Tabletop Touchdown
Tablet surfaces are being used to drive consumer engagement in public places
Tech / 4 Jan 2012
This holiday season, touchscreen tablets and smartphones were both essential gift shopping tools as well as coveted wish list items. No longer just a consumer product, touchscreen technology is emerging as a key device for retailers who seek to integrate a familiar sense of digital independence with a more interactive (read: immersive) in-store experience.
Barneys New York CO-OP Cafe:
The CO-OP floor of Barneys New York on Madison Avenue recently re-launched with its first genes@co-op café. Traditional coffee shop vinyl booths and plastic menus have been abandoned in favor of a single glass-top banquet table containing 30 touchscreen computer tablets. Targeted at rushed shoppers, the communal table allows diners to scan the interactive menu and immediately place their orders directly from their seats. For Gen Ys who are naturally adept at multitasking, the tablets also provide them with the opportunity to read articles from the Barneys New York online publication—and, naturally, to shop the store’s inventory straight from their place settings.
Esquire
Apartment Elastic Table:
For the ninth annual Esquire Apartment,” a marketing ploy that’s often described as “the ultimate bachelor pad,” designer Marc Thorpe (Third Eye Studios) and Hush Studios collaborated on a Lycra fabric tabletop surface that responded both visually and audibly to a user’s touch. The table was created on behalf of sponsor Acura, taking inspiration from the company’s automotive innovations. Indeed, the music was pulled from Acura’s navigation system, while the visuals represented a car’s even distribution of energy to all four wheels. The interactive centerpiece lent a communal sensibility to the concept home, uniting curious guests eager to demonstrate how each of their experiences was uniquely their own.
The Draqie:
Getting a waiter’s or bartender’s attention during a busy weekend rush can pose a real, and often irritating, challenge. The Draqie has arrived to potentially alleviate such frustration. Part dinner table and part waiter, it’s an interactive table that provides restaurant patrons with the ability to view and order from a touch-sensitive, digitized menu. The glass surface reacts only to finger touches, meaning an accidental swipe of cutlery or dishes won’t unintentionally beckon a server. Furthermore, participating establishments can include photos and descriptions of menu items so that customers can make their selections without any fear of mystery ingredients or allergic reactions.
©The Intelligence Group