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Birla Opus Experience Centres
We were brought on-board by Birla Opus to build and consult on a series of permanent interactive installations for their flagship Experience Centers across the country.
Crafted to seamlessly integrate brand story with customer engagement, these installations blend information, playfulness, and immersive design, transforming the retail space into an interactive journey.
Interactive Installation
Hues of the Moment
This interactive facade, that expresses ‘What the City is Feeling,’ uses Birla Opus shades to reflect both the local environment and customer presence. As customers approach, the facade responds to their attire, mirroring the colours they wear, and invites further interaction through hand gestures that swirl and blend paint on the screen.
In an idle state, the facade draws in real-time local data, adapting to factors like time of day, temperature, and weather. For instance, it displays warmer hues on hot afternoons and cooler blues on winter evenings. Special effects, such as raindrop overlays on rainy days or a hazy smoke effect when it's foggy, all done with the intention of using Opus Shades to depict the emotion of the local environment thus emphasising the interconnectedness of colour and emotions using text overlays.
This installation was honored with a Kyoorius Baby Blue Elephant in the Immersive Experiences category, recognizing its innovation in interactive storytelling for brands.
Bring Your Colour To Life
This highly customer centric installation aims to cater to a customers specific need with a digital and tactile engagement. The 'Bring Your Colour To Life' installation invites customers to customise their experience by picking a colour — whether in the form of a photo or object.
When a customer points to a particular colour, that colour is obtained from a colour reading device which shows the closest Opus shade-code which is inputted into the system which then paints the animation in that particular colour on the big screen. The customer is then given a small sample of that paint to take home, thus engaging with the customers request digitally and physically.
Touch App
An application specifically created for running on touchscreens placed into product pods in the experience stores. These applications house the product videos which customers can explore at their own pace.
The app also includes colour quizzes linked directly to the Birla Opus website, offering a fun, informative way for users to explore the brand story.
Testing & Innovation
Using TouchDesigner, we developed and tested a system that integrates real-time weather data through API connections, dynamically adjusting the facade’s visuals with effects like temperature-based color shifts or raindrops for rain.
For interactivity, we utilized a ZED depth-sensing camera to detect and analyze the color of a customer’s attire as they approach the facade, reflecting it seamlessly with the closest Birla Opus shade in the animations. These tests focused on optimizing data flow, camera calibration, and real-time responsiveness to deliver a smooth, interactive experience.
Store Activation & Rollout
8 Stores
Worli | Vashi |Gurgaon | Bengaluru |
Jaipur | Surat | Lucknow | Hyderabad
7 Cities
Mumbai |Gurgaon | Bengaluru | Jaipur
Surat | Lucknow | Hyderabad
Coming in
more cities
across India soon
Technical Planning
We led all installation briefs and technical decisions reflected on detailed layouts complete with AV, hardware, power and lighting requirements and their placement for 10+ stores across the country.
Ease of Use
Each installation was designed in kiosk mode, allowing the store teams to run the systems with ease while also allowing us to easily replicate it across multiple stores for a consistent and seamless experience.
Customization
For the interactive facade, we created a dashboard on Unity that gives store teams full control over the display’s colors, text, & animations, allowing them easily customize the facade’s appearance, adapting it for seasons, special events, or unique regional styles.
Backend Management
Instruction manuals with troubleshooting guides for common issues are shared with the store teams, & they are trained by us to ensure smooth operation. Systems are also set up for seamless over-the-air updates, allowing us to maintain the installations remotley as needed.
About Birla Opus
Aditya Birla group’s latest flagship firm, Birla Opus Paints is a one-stop-shop for a comprehensive range of painting solutions across interiors, exteriors, wood finishes, wallpapers etc. for Indians. They aim to encourage people to turn the spaces around them into their very own masterpiece. They offer the widest range in the industry, ranging from economy to luxury consumer segments. In addition, Birla Opus presents the largest range of 2,300+ tintable colour choices including 216 iconic Indian colours.
Credits
Client: Aditya Birla Group (Grasim Industries)
Brand: Birla Opus
Design & Technical Planning: Ocupus
Creative & Interactivity Consultant: Dennis Peter (Non Linear)
Application Programming Consultants: Gomathi Shankar, Kunal Sonar
UI Design Consultant: Mithilesh Sarode
Project Co-ordinator: Ananyaa Menon
Hardware Install: Netlabs Pvt. Ltd.
Video Documentation: Sid Dave (EyeAmSid)