In July 2022, the Space Store opened in Oxford’s historic Covered Market. It promised to offer visitors a new, immersive experience dedicated to making the wonders of space accessible to everyone. The second Space Store to be unveiled following the success of the inaugural outlet in Didcot, the venues have been developed in collaboration with scientists at the Harwell Campus to give the public a taste of what it's like to be in space.
In Oxford city centre, visitors find interactive in-store experiences, educational outreach, and a wide range of unique, space-themed merchandise. There’s also an innovative virtual reality (VR) experience that allows people to explore space-like environments, such as the caves of Mars. It’s a standout feature of the store and has become hugely popular.
Bringing the Traditional Retail Experience Into the 21st Century
The VR experience at Space Store Oxford is guided by experts with participants embarking on an "edutainment" adventure filled with fascinating space facts and interactive activities. Using cutting-edge VR, people are taken on a breathtaking spacewalk which provides a true astronaut's perspective.
The adventure continues with 4D augmented reality (AR), allowing visitors to interact with and explore the wonders of the solar system. The experience also includes the opportunity to suit up in a replica Tim Peake space suit and delve into the daily life of astronauts, including how they eat and live aboard the International Space Station.
Founder and CEO Stephen Ringler, a former NASA Jet Propulsion Laboratory scientist, envisions the Space Store as a way to connect the public with the cutting-edge scientific research taking place in Oxfordshire. He expressed his hope that if the concept continued to prove successful, it could be replicated across the UK and even globally.
The Space Store Champions the Use of Digital Technology
The Space Store, in leveraging the latest in VR, is championing the use of innovative digital technology to enhance the retail experience. Its success, alongside other cutting-edge techniques like augmented reality and gamification is being seen elsewhere in retail through things like virtual showrooms and product demonstrations.
Examples include the AR-powered Sephora Virtual Artist, IKEA’s innovative app that utilises AR to enable customers to virtually position furniture and decor in their homes, and Walmart’s virtual store in which customers can interact with various products in an entertaining VR experience.
It is a further indication of how digitisation is impacting experiences that were once solely physical, tangible activities. In sports, for example, fans of football, golf, cricket, and a variety of other games can enjoy indoor digital simulations that replicate these sports in virtual, lifelike environments.
Elsewhere, popular board games like Ticket to Ride have been given a new lease of life digitally online. Even scratchcard games have online versions nowadays, including Squeaky Blinders, Bun in the Over, and Poke the Guy. These work by players using their mouse or touchscreen device to “scratch” off the virtual layer to reveal hidden symbols, just like their physical counterparts.
Trending Towards More Immersive Experiences
The Space Store in Oxford’s Covered Market exemplifies how new technology is revolutionising the traditional retail experience. By incorporating cutting-edge virtual and augmented reality, the store offers a unique, immersive journey into the wonders of space, making complex scientific concepts accessible and engaging for the public.
This blend of education, entertainment, and innovation not only enhances the customer experience but also sets a new standard for what modern retail can achieve. As digital technologies continue to evolve, the Space Store's success signals a broader trend of integrating these advancements into various sectors, paving the way for more interactive and dynamic consumer experiences worldwide.
