00:00Hello, everyone.
00:03Yeah, so my name is Dima Kornilov.
00:08I'm CEO and co-founder of FaceMe.
00:11At FaceMe, we create air filters,
00:16digital clothing, digital beauty products,
00:19obviously AR mirrors and AI projects for world-renowned brands
00:24who were established six years ago and did more than 1,000 projects.
00:29So we're quite experienced.
00:32And one thing we noticed over these years
00:35is that technology is not that important.
00:39In the end of the day, people don't care how the TV works.
00:42They just watch it.
00:44But what actually is important is our own psychology,
00:48how we behave.
00:50And that is why, before we move forward to the demo,
00:55which you all wait, we'll briefly reflect on ourselves
01:00and the fact that we've changed.
01:03And if 20 years ago, I only existed as a physical personality,
01:10with the appearance of internet and social media,
01:14I started also appear as online personality.
01:17And matter of fact, a lot of different online personalities.
01:21I'm more professional on LinkedIn,
01:24more creative on Instagram,
01:27more playful on other social media,
01:29more sarcastic on X.
01:32And the fact that physical personality,
01:36it strives for physical interactions and satisfactions.
01:41While digital or online personality,
01:45it strives for online engagement and attention.
01:48And when we build new experiences, new products,
01:54we need to acknowledge this change that happened to ourselves.
02:00And expectations to present-day products change too.
02:06And if before, physical product, from physical product,
02:11we expected for it to look physically cool,
02:14for it to be comfortable.
02:17And also, back in the days,
02:19physical clothing could also be a symbol of your status.
02:24Now, everything changed.
02:31From our products, we expect them to look good in physical world still.
02:37We expect them to look good in content.
02:41Our clothing, our beauty products, our accessories,
02:46they're also a symbol of our cultural and community affiliation.
02:51We also expect clothing to work as a service.
02:55When we buy, for instance, Dr. Martens shoes,
02:59we expect to receive service.
03:02And we are happy that Dr. Martens provides it.
03:05And also, there are certain expectations regarding sustainability.
03:13And with this, I want to say that integration of digital component
03:19into physical products enable transition from labeled copies
03:25to on-demand products.
03:29As you saw on my previous slide, there were a lot of points
03:33that make a present modern and present-day product.
03:40But now, I will just demonstrate one of these points.
03:44And what I can say for sure for all these people,
03:48and especially for zoos who are now on their phones,
03:53that clothing products for sure should be contentable.
03:58Which means that they should be designed for content creation.
04:04Another thing I learned during my long investigations
04:07of consumers and people is that,
04:10A, consumers are, or us, we are lazy.
04:14And second, majority of us are not actually very creative.
04:20So, the least thing we can do as brands
04:23is to equip our products with templates for content creation
04:29or presets for content creation.
04:32And I will now show you how it could look like.
04:37Welcome to digital catwalk.
04:40Now, I will do a trick.
04:45One moment. I will connect my phone to the screen.
04:50And we will start.
05:05Sorry. I will now.
05:10What is the code?
05:13It's not about the code. It's just...
05:16Password.
05:17You can have the password for the Wi-Fi.
05:22So, the screen mirror can be sent out.
05:25Okay. Let's try this.
05:30Now, it's Apple TV. It doesn't see.
05:38You can speak. I bring the phone inside. Speak about your product.
05:42Okay. Okay. Yeah, guys. Sorry.
05:44That's why I said that I never focus on technologies
05:48and that I don't like them.
05:50But now they will connect my phone to the screen
05:53and we will keep going.
05:56Basically, we will demonstrate the digital products
06:01or semi-digital products
06:02that we developed for ourselves
06:06for also for Bershka
06:08and also for Vogue.
06:12Yeah.
06:26Thank you.
06:27No, it's okay.
06:29Okay. Let's go.
06:45So, you can see it's very easy.
06:47We integrated the TikTok filter into a QR code
06:58and we applied this code to jeans
07:01and it looks very cool in content.
07:06So, any owner can basically record it
07:11and post on content
07:12and receive digital dopamine.
07:18Okay. Thank you.
07:25Let's go.
07:28You can try it yourself.
07:30The model now will stand nearby
07:32so you can scan the code on her jeans
07:34and play with it.
07:36The second item is from the collection
07:39that we developed with Bershka.
08:02So, a bit of backstory.
08:06With Bershka, we started developing.
08:08Thank you.
08:08We started developing digital clothing two years ago.
08:16After the first collection,
08:18we achieved with them,
08:19we achieved the actual sales growth
08:21in offline retail and in online sales.
08:25And after this,
08:27they were keep creating collections
08:29every three months.
08:31And now, we're launching the seventh collection with them.
08:35And the final piece.
08:43So, this one, we created in collaboration
08:46with Vogue Singapore.
08:50One moment.
08:54Wait, wait, wait.
08:55It's right here.
09:08So, this one is with NFC stickers.
09:12So, it works a bit less straightforward
09:16than the QR code.
09:18And unfortunately, NFCs,
09:20they work with delay sometimes
09:22and not as smooth.
09:24So, it just worked just now,
09:27but it's not working now.
09:29Okay. Let me try again.
09:56So, this one, I will maybe,
10:00not show you.
10:02One moment.
10:03Oh, yeah.
10:04It's open.
10:04Sorry.
10:05And now, it opened 10 times.
10:07So, same principle.
10:10It opens a filter.
10:14And now, she has a face filter.
10:25Thank you.
10:27Thank you.
10:28You can get all these.
10:30We brought these Vogue NFC stickers for you.
10:33So, you can get them from Sophia.
10:37Get them for yourself.
10:40Also, you probably now understood that
10:43even though NFC stickers are cool,
10:47good old QR code still works a bit more stable.
10:51So, that was it.
10:53And what I can say is that
10:56nowadays, in the end, I want to say that
10:59nowadays, the luxury segment specifically,
11:03fashion, it faces a lot of challenges
11:06because of the cultural changes.
11:09Younger generation don't care about labels this much
11:13as they did before.
11:15And we speak more and more about
11:19the products.
11:21They should be more than just pieces of cloth.
11:24And we should also have some new ways
11:28to prove uniqueness of items
11:32considering the amount of copies
11:34that is produced right now.
11:37So, by this demo, I wanted to show you
11:41that making products digital is not as complicated.
11:46I know that there are a lot of companies
11:48out here who are working with digital passports,
11:53with other ways for augmenting products.
11:59and I invite you to speak with them.
12:03And I also want to motivate creators
12:05and people who start working in this direction
12:08that you keep going, keep looking for the right market fit
12:13and the result will come
12:15because in our future, 100%, every product
12:21will have some digital representation.
12:24Thank you and if you have any questions,
12:27I'm happy to answer.
12:33Great job.
12:35Dimitri, you know I'm a big fan of your work.
12:38We have still some time, so I would like to do
12:40a little interview, a fire chat here with you.
12:43Is that okay?
12:44Sure.
12:45So, I think that we had a coffee recently.
12:47Remember, we're talking about the future of products
12:50and how we see loyalty changing.
12:54And that was a beautiful vision you showed to me.
12:57That how we are going to see brands incorporating such solutions
13:00like the digital products or even, let's say, filters,
13:04but really questioning the nature of the physical product
13:07and how that can be more than that.
13:09So, what is your take on it?
13:10What is going to be the product of the future that you want to buy,
13:13let's say, from a luxury brand in your opinion?
13:16So, the way I really like to put it, and yeah, it's true that
13:21this thought was born during our conversation, is that I see that
13:26each product will also be a set of additional values and services.
13:37For instance, if I will now buy a Prada bag, I will just get a Prada bag,
13:44like basically a piece of cloth or a leather.
13:46But what I see in the future is that when I will buy a Prada bag,
13:52I will be able to walk in to certain parties without a ticket
13:57simply by showing my bag.
13:59I will be able to receive a set of discounts for specific airlines,
14:04for hotels, for tennis tournaments or trainings.
14:09I would want people, Prada stores around the world,
14:15recognize my unique bag and offer me services.
14:19For instance, coffee when I walk in or repair it.
14:23So, basically, with each clothing, with each purchase of product,
14:28I will not just buy the material.
14:30I will buy a piece of specific lifestyle.
14:35It's an access almost.
14:36Exactly.
14:37And how do you see the digital product passport connecting with all of that?
14:42Because I think that's a great opportunity, right?
14:44I totally agree.
14:46And I believe that digital product passport is basically the way to integrate
14:53these various infrastructural elements into physical products.
15:00So, people were talking a lot about digital product passports
15:04in context of necessity regulations.
15:08And also, they were talking a lot about it in context of sustainability.
15:14Sorry for making this when I talk about sustainability,
15:18but I don't believe that we are actually moving in this direction.
15:23So, but in reality, a digital product passport is just the way to connect physical product
15:31with the infrastructure that can really include anything.
15:36In your digital product passport, you can have these discounts.
15:40You can have these tickets.
15:41You can have invites.
15:43You can have loyalty points.
15:45You can have traceability data like how much time did you own this item.
15:52You can have price if you reselled it through Winted.
15:56All these use cases and it's up to brand what to include.
16:00So, digital product passport is just a general word for this bridge
16:05that connects all these items, digital or additional values with physical items.
16:14And I do feel that more we see the luxury sector embracing lifestyle, hospitality, experience.
16:20We see the bigger value when we think about what you just said, right?
16:24Exactly.
16:24And we have a few seconds, but I want people to know how they can find you
16:28because I know you have my step here in Paris and in England.
16:32So, if they want to know more about FaceMe, how they can follow your work
16:36and your team's work and stay following the news.
16:40So, firstly, I invite you all to the booth A23 where today at VivaTech,
16:47we're presenting Look.ai, our smart mirror platform for the first time in the world
16:53where you will learn about digitality from a completely different angle.
16:59And second of all, you can find me on LinkedIn.
17:03There I usually share all the latest updates.
17:06And obviously, follow FaceMe with three Fs, F-F-F-A-C-E, me on Instagram.
17:13Thank you.
17:14Amazing.
17:14Dimitri, thank you so much.
17:16Yeah, thank you.
17:17It was great.
17:17Great job.
17:19Thank you.
17:19Thank you for the models.
17:20Thank you, guys.
17:21Thank you, guys.
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