Basic HTML Version
Interaction, Suprise & Delight
Immersive retail experiences that put consumers
in the driving seat can help transform a store into a
destination. Whether one-off marketing initiatives or
in-store developments, these kinds of experiences
allow brands to test new tech – and generate
brand chatter.
In December 2012, UK-based creative tech
specialists Cinimod Studio devised an interactive
lighting installation in London as a marketing
initiative to launch Japanese automotive brand
Mazda’s latest model. It used gestural technology:
as visitors swept their hands across the car’s
surface, different features of it were highlighted
– revealing the new model bit by bit inside the
darkened gallery space.
Interactive experiences at the heart of a busy
retail environment can be equally engaging.
•
US fast-food giant McDonald’s is currently
experimenting with interactive gesture-
recognition floor areas in selected UK stores,
designed by global agency The Marketing
Store. Movements trigger interactive floor
games populated with key Happy Meal
characters. The results so far: 92% of five- to
nine-year-olds who tried the zone said they
enjoyed playing on the interactive floor media;
78% of parents liked the digital play area; and
87% of five- to nine-year-olds said they want
to visit McDonald’s more often.
•
Store windows are ripe for tech-enhancement.
The goal is not to replace product, but to
amplify its presence. In December 2012,
Italian luxury accessories brand Colombo
used transparent LCD (Liquid Crystal Display)
technology to accentuate the wow factor of
product in the windows of its Seoul flagship.
Designed by Korean multimedia advertising
specialists Translook, hologram-like video
imagery swam around its hero handbags,
revealing hidden facets of the product.
The Marketing Store interactive
interiors for McDonald's
© McDonald's
Interactive lighting
installation fo Mazda
© Cinimod Studio
145
Case Studies/Drivers/Influencers
Tech-Fuelled Retail Spaces
