Tommy Hilfiger brings Dublin shopping to life

31 Jan 2008

Pioneering new interactive storefront technology by global fashion brand Tommy Hilfiger Denim will go live on Dublin’s Trinity Street today. The move marks a new paradigm in out-of-the-home 24×7 dynamic relationships with consumers.

The store will feature through-window touchscreen technology that acts as an interface for passing shoppers to capture, stylise and submit a picture of themselves as part of a collage of images that will be shown on digital screens in the shop windows.

The digital storefront will enable customers to interact with the Hilfiger brand even outside business hours.

At the end of the campaign, people who submitted their image will be able to return to the store and have their own T-shirt printed using the image they created as the design.

A selection of images from each participating store will also be broadcast via 7kw projectors onto a number of high profile buildings in Dublin.

The campaign was created by Hilfiger’s marketing agency, Ministry of Experience, whose Craig Leiper approached Paradigm AV to create the unique interactive hardware.

Leiper says the project marks the first time that a global fashion brand has embraced an interactive out-of-the-home format to create a unique channel for 24×7 dynamic relationships with customers.

The campaign also serves as an engine for driving subscriptions to Hilfiger’s email newsletter.

The Paradigm AV system centres around a new interactive technology that turns normal shop windows into interactive display.

Coupled with special UCS (ultra contrast screen) 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 and then manipulate and add effects ready to be printed onto unique T-shirts.

Pixel Inspiration, the digital signage agency, developed the interactive software that powers the touchscreen 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.

By John Kennedy