When the pandemic hit and put the world on pause, retailers had to scramble to find other means to showcase their products to customers. Technology options for online luxury retail were limited at the time, with most retailers turning to mobile phones and webcams to conduct livestreams to sell their products. While it may have worked for certain types of products and industries, livestreaming does not work well in the luxury retail industry. Luxury retail is not about merely purchasing a product, but the complete shopping experience which involves how a brand makes the customer feel – from the ambience to personalised assistance.
Seeing the opportunity to fill the need for stronger digital sale interactions and an enhanced virtual shopping experience, the ShowCase was born. The goal was to recreate an in-person product browsing experience set in an enhanced virtual environment for the watch and jewellery industry using state-of-the-art technology. The result – a high-tech portable studio system, equipped with advanced audio, visual, and digital technologies that allows brands to provide top-notch online concierge services to their customers.
ShowCase is portable photo/video-studio system that is equipped with a 4k HD camera, a professional microphone, advanced lighting system, high-resolution display screen, paired with digital solutions that support connections to social apps such as WhatsApp, WeChat, and Zoom. It allows luxury brands to link their websites or app, allowing customers to browse their sites, make reservations and arrange offline pick-ups. With ShowCase’s advanced lighting system, buyers can even view how the products look under different lighting conditions; something that may not always be possible in-store. Distance will no longer be a barrier for luxury retail customers as retailers can easily showcase their products while personally interacting with their buyers in real-time, just as they would in-store.
ShowCase won the LVMH Innovation Award for Omnichannel Retail Startup of the Year in 2022. The Melchers Group and The ShowCase officially announced their strategic partnership in September 2024. Since the partnership, Melchers in China has actively conducted training sessions and promotions targeted at the watch and jewellery industry to raise brand awareness and to showcase the products impressive abilities. Product training sessions for luxury industry practitioners and retail industry managers in Hong Kong and Macau at the end of 2024 was a resounding success, with those who participated in the event feeling deeply impressed by the functions of ShowCase and looked forward to using the technology in their businesses. Luxury groups in China begun purchasing the high-tech portable studio system since the beginning of 2025.
Denis Hayoun, CEO of The ShowCase, was quoted saying “As we expand into the Greater China market with our innovative portable-studio video solution, our partnership with Melchers has proven to be transformative. Their deep-rooted understanding of the luxury retail sector in Asia, combined with their extensive distribution network, provides us with the perfect foundation to revolutionize product visualization in the region. Melchers’ dedicated team has shown exceptional commitment in comprehending our patented lighting technology and communicating its value to potential clients. Their comprehensive local support infrastructure and technical expertise give us complete confidence in delivering premium service to our Chinese customers. We’re particularly impressed by Melchers’ ability to bridge European innovation with Asian market demands, making them an ideal partner for our growth ambitions in Greater China. This collaboration represents not just a business partnership, but a shared vision for elevating the luxury retail experience through cutting-edge technology.”
If you are interested in using Showcase for your business needs in China, you can read more here.
