Hiroshi Samizo, Representative Director, President of Momentum Japan announced the launch of “Phygital Experience Lab” team to drive innovative projects in the areas of ‘AR/VR/MR’ and ‘Retail.’ As the first step in this phased strategic partnership, a business alliance has been formed with Nadia (Minatoku, Tokyo; Kiyoyuki Miyamoto, CEO) who is recognised for their knowledge, expertise, and track record in XR (Extended Reality).
Given the potential economic growth leading to the 2020 Tokyo Olympic Games as well as the demand for brands to be on top of the technological evolution, Momentum Worldwide has positioned Japan as one of its key potential markets. Jason Alan Snyder, Global Chief Technology Officer (CTO) of Momentum Worldwide, has been appointed as the adviser of “Phygital Experience Lab” team in Japan, to share his knowledge and know-how from his stellar global experience.
Members from Nadia who have led the AR/VR scene will join forces with the Phygital Experience Lab Together, the team will focus on events, shopper market enlightenment efforts, marketing and execution to develop and produce business, contents, platform as well as processes and tools for the creation and introduction of new experience that leverages XR.
The purpose of the Phygital Experience Lab is to support the innovation in new consumer experience through the digitisation of the physical world. It aims to optimise 3 key changes - Change in experience from the diversification of devices, changing pace in marketing communication and general changes in business, including ecosystem-based problem solving and business development through remixing
To support the development, introduction, operation, and management of creative and marketing initiatives with cutting-edge technology by the brands that spearhead innovation together with technology companies, solution-development companies, and through PoC (proof of concept).
Leveraging cutting-edge technologies, the Phygital Experience Lab will produce, plan, and develop business, contents, platform as well as processes and tools to design and create new consumer experience and communication, mainly in the area of events and shopper marketing.