INTERACTIVE TRAY
GEORG JENSEN x AKQA

A physical retail tray that identifies Georg Jensen products placed on it via RFID and surfaces rich product information on an integrated tablet in real time. Eduardo led the full project end-to-end — from technical direction through firmware, embedded web server, React Native interface, and a custom 3D-printed enclosure. At the time of his departure from AKQA, it was being piloted with sales teams across four markets.

OVERVIEW _

The Interactive Tray was built for Georg Jensen's Future Store Experience concept — the idea that a display table should do more than hold objects. When a customer picks up or sets down a product, the tray responds: RFID tags in the products are read by an embedded reader, the ESP32 identifies the item, and the tablet display updates instantly with product details, context, and imagery.

Eduardo built the full stack. The ESP32 hosts its own embedded web server via ESPAsyncWebServer — no external infrastructure, no network dependency — with the tablet interface running as a React Native app communicating locally with the hardware. Three.js handles 3D rendering within the interface. The tray enclosure was custom-designed and 3D printed around the hardware constraints.

The prototype reached pilot stage — in active testing with Georg Jensen sales teams across four markets when Eduardo left AKQA. A technically complete, standalone system that had moved well past proof of concept into real-world evaluation.

TECHNOLOGY _

ESP32 + RFID module (hardware),
C/C++ (Arduino firmware)
ESPAsyncWebServer
React Native
HTML / CSS / JavaScript
WebGL / Three.js
CAD (3D printed enclosure)

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