Sunday, December 18, 2005

Pimping up shopping windows

This week a reference to a window display showed up in a Dutch blog. The clothing chain C&A has a special shopping window at the Berliner Kurfürstendamm these days. It is an interesting marketing ploy. C&A co-operates with the German paper Bild, which normally present a girl on the first page. Now the Page1 Girl (Seite*1 Girl) is a scantily clad lady appearing in a film showing the Dessous underwear clothing line. But additionally a webcam is registering the reactions of the on-lookers and webcasting the reactions.

Personally I still like better the Interactive Window Display, first realised for Levi stores in London, Berlin, Paris, Barcelona and Lisbon by the Dane Lars Christiansen. Imagine, you are walking by a shopping window and suddenly someone is waving to you from a screen. You stop, start interacting with this person and talk to him via your mobile. The person, however, is not real but a video projection which shows a model in real size of the viewer. Hundreds of video sequences are used to make the model appear alive. If a viewer passes a movement sensor, a video sequence is played getting the viewers’ attention by using voice sound, gestures or signs. The virtual model is answering and asking viewers what they would like to get. The options may be: press 1 for music, press 2 for clothes or similar ones.

The Interactive Window Display was nominated in the category Cross media of the EUROPRIX Top talent Award in 2003. Lars now runs his own company TV Animation in Copenhagen.

If you want to see the movie of the interactive window display go to the Europrix site, select the category cross media, hit Interactive Window Display and play the video.


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