Furnishing specialist Cairo AG creates wow moments with innovation project

06.05.2024

by Jennifer Meyer

A hologram of a seated woman giving advice in a bright box, with a man sitting and a woman standing in front of it; Copyright: Cairo AG

Reality or science fiction? In recent months, a retail experiment by Cairo AG offered the opportunity to purchase new armchairs or lamps in a futuristic way. The consultations were carried out by real sales staff from the designer furniture retailer – albeit in the form of holograms. But how was this received by customers and are such new technologies really the key to success for retailers?

In the heart of Nuremberg in Bavaria, a city that skillfully combines tradition and modernity, is the JOSEPHS – an innovation laboratory that offers companies the opportunity to test their products and new developments directly in contact with consumers.

Cairo AG has broken new ground here in recent months. The designer furniture retailer has used a new technology to transmit its specialist sales staff live from the Nuremberg store to JOSEPHS as holographic images. A premiere! It was the first time ever that employees in the retail sector had been virtually 'teleported'. At the heart of this technology is a "capsule" – a glass box the size of a telephone booth – developed by Canadian project partner ARHT. In this device, the image is projected onto a transparent monitor. The ingenious construction and strategically placed shadows create a deceptively real holographic illusion.

A hologram (also known as holography) is a three-dimensional representation created by light interference. In contrast to 2D images, a hologram offers depth information and can be viewed from different angles, making it look particularly real.

The aim of this innovative project was to enable employees to be present at different locations at the same time using digital technology. They should also be able to provide remote consultations that are as personal and effective as face-to-face conversations in the store. "Customers who have experienced this have had a real wow effect," reports Gero Furchheim, CEO of Cairo AG. "In a world characterized by constant sensory overload, we know that retailers need to create real experiences in order to remain successful. To create something that people are enthusiastic about - that's something special."

In the background a man is wearing VR glasses and holding a controller, in the foreground a woman with a tablet PC on which a virtual chair is positioned; Copyright: Josephs GmbH

Holographic customer advice combined with mixed reality

In addition to the holographic transmission, Cairo AG used virtual reality with VR glasses to offer interested parties unique experiences. Videos in 360-degree panorama and three-dimensional representations of the company and its products immersed customers in a completely new world.

Furniture that was not physically present in the store could be experienced as lifelike 3D models in the room with the help of augmented reality.

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Success across the board

The project was a complete success for Cairo AG. Above all, because a lot of experience was gained with new technologies that will be incorporated into the company's activities in the future. It has also taken away employees' fear of contact with high-tech applications. "When we presented the idea, we said that it would all be voluntary," recalls Gero Furchheim. "We knew that we needed people who enjoyed what they were doing. We were very lucky to have an employee who had a genuine fascination for the topic and then inspired other colleagues. I thought it was great that the team went down this path and enjoyed it."

The German media also shared the fascination for the project. Even Bavarian television reported on it. "The media reports have led to customers perceiving us as modern and inspiring. This has also contributed to the fact that in recent weeks, many people who were looking for a designer chair immediately thought of Cairo AG. Something for which we are very grateful," says Gero Furchheim.

Funding project of the Rid Foundation

Without the supportive framework of the "Future Retail Store" project, which was initiated by the Rid Foundation, Cairo AG would probably not have been able to realize its innovative and not entirely cost-effective retail experiment. This funding project, which is being carried out in collaboration with scientific partners such as the Fraunhofer Institute, offers medium-sized retail companies from Bavaria the unique opportunity to actively participate in shaping the retail of the future. "The framework conditions are really excellent," confirms Gero Furchheim. "I recommend everyone to take a closer look at what the Rid Foundation has to offer – both in terms of funding programs as well as coaching and networking."

A hologram of a seated woman in a bright box, in front of it a woman who has opened a catalog; Copyright: Josephs GmbH

The holography of the "Capsule" from Canadian company ARHT looks deceptively real. This allows employees who are not on site to advise customers as if they were sitting opposite them.

© Josephs GmbH

Seeing new technologies as an opportunity

For Gero Furchheim and Cairo AG, the key to success seems to lie in constantly acquiring new knowledge, learning how to use new technologies and not shying away from challenges. The live hologram consultation is just one of the company's many innovative technology projects. Since 2018, the furniture retailer has been combining e-commerce with brick-and-mortar retail through virtual stores through the 3d.cairo.de platform and is continuously working on technical innovations.

"We all tend to see only the negative aspects of new technologies and perceive them as a threat. But we also need to see the benefits. And you can see that when you learn to deal with new technologies," Gero Furchheim is certain. "I think there is sometimes a temptation in retail to only complain about the – admittedly – difficult framework conditions. However, experimenting and having the courage to take new steps and use innovations always opens up new opportunities."