Hilfiger stores in (London, Amsterdam, Cologne, Antwerp and Dublin) now feature through-window touch screen technology, providing an interface for passing shoppers to capture, stylise and submit their image as part of a collage of images being shown on digital screens in the shop windows.
The digital storefronts enable customers to interact with the Hilfiger brand even outside of business hours. At the end of the campaign, customers will be able to return to the store and have their own T-shirt specially printed using the image they created as the design.
This is the first time a global fashion brand has embraced an interactive out-of-the-home format to create a unique channel for 24/7 dynamic relationship with its customers. The campaign also serves as mechanic for driving subscriptions to Hilfiger's email newsletter, with users being asked to opt-in when uploading their images.
The campaign was created by Hilfiger's marketing agency Ministry of Experience, whose Craig Leiper approached Paradigm AV to develop the unique interactive hardware. The Paradigm system centres around a new interactive technology that turns normal shop windows into interactive display. Coupled with special UCS optical rear projection screens from dnp, which deliver bright, sunlight-resistant images through the glass, and a camera behind the window, the systems allow passers-by to interact directly. Users can pose, take their own photo, then manipulate and add effects ready to be printed onto T-shirts.
Pixel Inspiration, the digital signage agency, developed the interactive software that powers the touch screen displays and their attached cameras. The software is also responsible for managing the marks that users create, integrating the solution with the Hilfiger website and the specialist in-store printer.
(Jim Evans)
