Panorama360 Store of the Future


The “Store of the Future”, The Netherlands’ first retail innovation lab, is a joint initiative of The City of The Hague and Q&A Research & Consultancy. The project, located in the New Babylon shopping centre in The Hague, involves more than 60 retailers, brands, real estate companies, technology companies and retail financial partners.

Thanks to the new concept, consumers can benefit from a novel store experience that combines the “physical” discovery of products with interactivity, engagement and information sharing, in the same way as an e-commerce site.

For the project to work, a high-performance, open-ended IT infrastructure was needed that would meet retailers’ business innovation expectations. The Axians teams, in partnership with Cisco, have developed the infrastructure for a full-scale laboratory of new ideas. “Because it was the first time we were involved in this type of project, we asked the Axians teams what they thought would be the most appropriate infrastructure”, explained John Terra, Retail Research Director at Q&A Research & Consultancy. ”Their ideas gave us confidence. It was a complex project, involving a number of partners so it was good to have a proactive partner who thinks along the same lines and is flexible”.

VR Mode

Virtual reality a three-dimensional, computer generated environment which can be explored and interacted with by a person. That person  is immersed within this environment and whilst there, is able to manipulate objects or perform a series of actions.

360 Integrated Video

A 360 degree panorama integraded with 360 video that gives you more interaction with the panorama 

360 Integrated Hotspots

  • Clickable and customizable zones or points of interests with tooltips and hovering features. 
  • Point spots. This type of hotspot is the most common, it can be customized to fit plenty of needs: Open panoramas, images, websites and many more.



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