CLIENT
This is an in-house project carried out together with Hunteet, Guillermo Pérez and HMY, in collaboration with the tourism section of the Zaragoza City Council.
GOAL ACHIEVED
Recreate a traditional Christmas market in the virtual world, allowing the people of Zaragoza to enjoy it despite health restrictions.
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Recovering the spirit of traditional flea markets
The Delicau Phygital Market Fest was born from the hand of Hunteet and Guillermo Pérez, who quickly decided to contact both DeuSens and HMY, to join forces and turn the initial idea into a real project. The initial idea was to create a traditional Christmas market, digitized in a virtual environment, where music, art and local commerce would converge. From DeuSens we did not hesitate to join the project leading the technological section and adding our experience and innovative vision to the cause.
The "phygital" concept was created to respond to the need to humanize online environments, eliminating barriers and amplifying the visibility of merchants. In addition, it was about placing value on people and their natural interaction, qualifying the customers' shopping experience. This is how it was decided to create a hyper-realistic 3D virtual environment that perfectly simulates how the market would have been in the real world if it had taken place physically, modeling the stands of the different brands and even rest areas and decoration, to make the experience totally immersive.
Trade, art and music, united in a virtual flea market
The Delicau Phygital Market fest took place on December 20, 2020 and had the collaboration of the City Council of Zaragoza through its tourism section. All attendees were able to support local commerce by meeting shopkeepers, engaging in conversation with them and doing Christmas shopping at the 14 stalls represented at the flea market. In addition, the art and culture of the city were also represented by the asalto festival and the artist Maiky Maik through the realization of a mural exclusively for this initiative.
Music could not miss either, which came from the hand of Tardeo Zaragoza, which, on the occasion of the celebration of its 4th anniversary, decided to join the initiative and put rhythm to the afternoon, delighting all attendees with live music sessions. The sessions were carried out by its most emblematic DJs and were charged with a positive and recognizable atmosphere for the public that usually enjoys its multitudinous animations. The day did not disappoint anyone, demonstrating once again the positive results of combining the real world and the virtual world.
The ins and outs of the technological section
On paper, this project could seem simple on a technical and technological level but it required a great combination of knowledge about different branches of new interactive technologies. A challenge in which we used much of our ability to achieve a result according to the needs of traders and the public.
The first thing was to create the virtual space where the market was held, so for this, we had to make the 3D modeling of spaces, stands, furniture and decoration, and integrate it into a virtual world that made the Hiperexperiencia more truthful. Subsequently, the 360º virtual tour was made, allowing users to move around the space freely and visit the different areas and stands in the order and in the way they wanted.
After this, the interaction between visitors and stores was integrated, creating a video call system and hosting in the stands the websites of each merchant, so that visitors could talk face to face with the shopkeepers and then make online purchases without leaving the virtual tour itself.
Finally, a streaming system was also integrated so that users could enjoy, from inside the tour, the sessions and animations that Tardeo Zaragoza was broadcasting live.
