Today’s Display Daily will report on a new display product that is simultaneously very simple and, in my opinion, highly innovative. It is called a Virtual Mannequin and 3M produces it.

Art Berman
Insight Media Consultant

So, just what is a Virtual Mannequin? Consider the use one in a store environment. To start, a video is recorded of a salesperson. A 3M Vikuiti rear projection screen is then laser cut to the exact shape and size of the salesperson’s upper body. The screen is placed on the retail floor upon a stand (or custom-made static display representation of the lower half of the body). A rear mounted projector delivers video to the screen. Directional speakers that are positioned at the feet of the Virtual Mannequin produce sound, synchronized with the video (see photo). In this configuration there will be little sound interference with the rest of the retail store.

The Virtual Mannequin debuted at the recent BETT Conference held in London between January 14 - 17 with an encore performance at the ISE Conference held in Amsterdam between February 3 - 5. On both occasions the Virtual Mannequin drew a great deal of attention. A quick check of the Internet produced several comments regarding the reaction of conference attendees to the product. To summarize and paraphrase these comments: "You have to see this live to appreciate it."

"The world of PoS [Point of Sale] is changing and there are tremendous creative opportunities for advertising and media agencies interested in this space," comments Lloyd Cole, European Marketing Manager, 3M’s Optical Systems division. "Our Virtual Mannequin is an entirely new and novel medium for communicating promotions to the retail floor." Cole went on to comment that Vikuiti can take on any shape to reflect a human body, cartoon character or a wealth of other imaginative forms.

A Dutch supermarket is the first venue to commercially implement a Virtual Mannequin. This system was produced by a partnership between 3M and Dutch agency Boost Products. It will have a virtual shop assistant communicating promotions to shoppers. The screen is placed next to a display of the product.

The YouTube video of the Virtual Mannequin prepared by Boost Products can be seen below.

3M has been showing Vikuiti rear projection screens cut into interesting shapes for some time. It has always made for very effective displays. The innovative step of creating a Virtual Mannequin moves the technology into the realm of digital signage. As a digital sign, the Virtual Mannequin has at least one similarity to autostereoscopic 3D signage. This similarity is that, at least during the near term, it will be highly eye catching. And that, of course, is the job of an advertizing sign.

Our congratulations to 3M for creating a product that captures our imagination and establishes a new business.