Parisan Department Store Unveils Interactive Holiday Display
Printemps and Burberry have teamed up this holiday season to create a window display unlike any other. The iconic French department store is showing off its festive side with a display that allows the customers to interact with the story created through beautiful images and a playful storyline.
The campaign features a young boy, dressed in head-to-toe Burberry, traveling from Burberry's flagship store in London to Printemps in a story called "The Magical Christmas Journey by Burberry". This is the first time Printemps has an animated 3-D character as the main focus of its storefront. When visitors connect to the store's wifi, they will be able to interact with individual scenes from the display. Additionally, they are able to access extra content through their own personal browsers. This includes controlling the weather as the boy travels to Printemps or steering a fleet of boats. Lastly, people will be able to create virtual postcards showing the scene displayed on the windows. Once made, participants have the option of sharing the postcards on social media.
This eye catching display is a way for both Printemps and Burberry to reach a younger audience while engaging those passing through the department store. Modern and creative marketing ideas, like this one, is exactly how Tangram chooses to present our company and our clients.
This Christmas, Burberry has collaborated with Nexus Interactive Arts to provide an interactive mobile experience for visitors to the prestigious Printemps store in Paris. Each year millions of visitors gather to see what beautiful creations Printemps has created in their shop windows. This year, they have pushed the digital experience to an unprecedented interactive level. Visitors use their own SmartPhones to connect to the Burberry WIFI network. Once connected the system calculates where you are located across the 100m Printemps shop facade to allow you to interact with the window in front of you. On your Smartphone, and in the browser, a beautiful illustrated carousel appears matching the actual window you're stood in front of with some added UI features. A button shaped like a camera icon once pressed takes you inside the window! Each camera icon represents a single Raspberry Pi camera that is streaming live video to your SmartPhone. By sliding your finger left or right you're able to explore other windows on the Printemps facade. Each camera button takes you somewhere different, so for the first time you can see these windows close-up and from perspectives never thought imaginable. You can even take photos from the cameras and save the images down to your phone for memorabilia and social sharing! The interactive experience goes even further though - you can control elements inside the window with your Smartphone. In the same interface you can control wind by spinning giant umbrellas left or right with just your finger. You can also simulate stormy weather by holding your finger down to make the lights darken, finally coming together with a flash of light and a loud thunder clap.
Example of one of the interactive features included in the campaign.