The new Natuzzi augmented reality store among the successful case studies presented by the Microsoft CEO Satya Nadella

Milan. The first Natuzzi “Augmented Store”, launched last week in New York, becomes one of the main Italian examples of digital transformation. Satya Nadella, CEO of Microsoft, illustrated the Natuzzi project to the audience of the conference during the Microsoft Innovation Summit held on the 30th of May 2019 in Milan.


A project made by Natuzzi Italia and born together with Microsoft and Hevolus Innovation, which has conceived an innovation path for the customer that is able to increase the conversion rate of orders, reducing purchase time and the costs for store set-ups.


Wearing Microsoft HoloLens, the customer is immersed in a digital exibition space with access to the whole Natuzzi Italia collection, a virtual showroom where to watch products as if they were real and interact with them, changing colours and finishes. Consumers can move in their own virtual home and choose the rooms to furnish, choose the desired models, positions and materials. After completing the design of the furnishing project, the retailer presents it to the customer with a scaled holographic projection. Before leaving the store, the customer receives a rendering via e-mail to explore it at home on the smartphone or virtual reality viewers.


The Augmented Store is a project included in the Digital [R] evolution launched by Natuzzi in 2016 with the aim of transforming the shopping experience, through a useful, digital, omni-channel, interactive and memorable journey.

The new store concept with mixed reality technologies will be extended to the entire Natuzzi Italia network by 2020.



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