"The experience of using the entire shop front as a canvas creates an extraordinary retail experience for an unassuming passerby," says Danish Farhan, chief executive of Xische Digital. "In line with Harvey Nichols' global initiative to showcase some of the most eclectic window dressing in the world, this is a first in many respects, merging the digital domain with the real world."
Designed by the award-winning team at Xische, and deployed together with Multisell Technology and AWEBCO, the retail design experience entailed each company's niche, working in seamless collaboration to bring the display to life. The idea was the result of a separate joint-venture lab between Xische and Multisell called MX2.
Passers by watched in astonishment as the window display came to life when a life-size shadow of a puma strolls across the window -- themed with a classic brick-wall street-side look. The unconventional digital environment is featured across five window-fronts on two floors at the Mall of the Emirates.
"It certainly startled me," said one shopper after the launch, whilst others were busy recording the mysterious shadow on their camera phones. Sleek use of retail display space revolutionizes the delivery of brand and promotion based information, drawing praise and bewilderment from shoppers accustomed to staring at wooden-faced mannequins.
"The innovative digital shop front is the first step in creating a fully-interactive retail experience," explained David Holm-Glad, managing director of Multisell Technology.
According to Holm-Glad, the concept of digital shop fronts is at its infancy, with the next stage in its evolution allowing interaction directly on the shop window. "Imagine being able to click on the glass window and see different colours and sizes of a set of clothes worn by the mannequin, directly on a transparent glass window. Well, it's now possible."
Fabrication specialists AWEBCO deployed the distinctive fit out. "In a project requiring such a diversity of experts each in their own field, the outcome must be seamless, from the colour tone of the brick down to the intensity of the shadow projection," added Raj Kulshrestha of AWEBCO.
Xische is the first digital innovation agency of its kind in the Middle East. Xische Digital was also the official animation partner for the Dubai International Film Festival. Their technology counterparts Multisell Technology have had a track record of being at the forefront of projection technologies, constantly embracing and bringing the latest to the region. Between Xische, Multisell and AWEBCO, clients served include Land Rover, Harley-Davidson, Emirates Airlines, Dubai Tourism, Marlboro, Giorgio Armani, Red Bull, Cellucom, Dubailand, Al Futtaim, Puma, Panasonic, Siemens, Porsche and du.
"A lot of what we do is becoming intrinsic design elements in large projects," commented Kulshrestha. MX2 is a convergence of skill sets - premium animated production, high performance Interactive Projection Systems, Fabrication, Fibreglass Modelling and 3D advertising media. "We have positioned ourselves as a unique resource for bespoke solutions across the retail, real estate, tourism, and MICE industries."
"This is the first step in achieving a truly immersive experience in the very near future. And we intend to start right here in Dubai," concluded Danish, as he followed the puma across Harvey Nichols.
(Chris Henry)
