Consumers are invited to flick personalised digital snowflakes onto the windows of Saks Fifth Avenue’s flagship store in New York this Holiday season.
The initiative, developed in partnership with creative digital agency, The Science Project, and sponsored by MasterCard, is part of the retailer’s wider focus on the legendary Yeti rumoured to reside on its roof making snow during the festive period, this year.
The Yeti Snow Workshop as this particular window is called, invites passersby to visit saks.com/snow on their mobiles where they can find out their own Yeti name, add it to a snowflake design and then flick it from their device to instantly see it gently falling down the window.
In-store those who spend over $150 or more with their MasterCard, can then receive a 3D-printed snowflake created by the MakerBot. Harry Cunningham, senior VP-store planning and visual at Saks, also told AdAge: “3D printing has been a big of late, so some of the figures in our window this year are actually 3D printed. As technology advances and as things move forward, we’re looking for opportunities to inject that into our process.”
Six of the other store windows depict different scenes of the Yeti’s life, from being “an under-appreciated snowmaker in Siberia to his starring role as a true snowflake artist in New York”. Each also features the hashtag #SaksYeti.
They were unveiled last week with a 3D light show mapped onto the façade of the store created by Iris Worldwide (as in the YouTube video below). It runs every seven minutes each night from 5-11pm over the Holiday season.
Tommy Hilfiger opened a new store in the Garden State Plaza mall in New Jersey last week, and with it introduced a ‘digital pod’ tied to its autumn/winter 2013/14 campaign.
Hosted near the AMC theatre at one end of the shopping centre, the pod invites shoppers to take a quiz to determine which member of the Hilfiger family they are. The resulting character is showcased on a digital card that offers the option to add a tagline from a series of keywords.
It then asks the user for their email address to receive a copy of it in their inbox (from which they can share on Facebook), before posting it on the other side of the pod for others to see. The whole initiative is tied to the hashtag #tommyxgsp.
It will be in place through the end of December 2013.
Target hosted an event at New York Fashion Week last night to celebrate the forthcoming launch (September 15) of its 3.1 Phillip Lim line.
Hosted at the new Spring Studios, the party centred around an enormous digital installation – the Stylescape, which is the longest-ever created cinemagraph in fact, comprised of multiple interactive components.
You could blow on a pin-wheel to make a gust of wind breeze across various components on the screen, pull on a cord to see fireworks light up the sky or a string of fairy lights illuminate, and even jump on a spot to get Phillip Lim to turn round from a park bench and smile for your picture. Other sections saw the crowd dancing with one of the virtual models, or giggling as a dog appeared behind a counter.
The initiative took over four months to produce, Refinery29 reported. It was created across six cities, representing a full day-to-night span from one end to the other. It kickstarts with early morning in LA, crossing through Dallas, Toronto, Chicago, and Miami, and wrapping up with a 5am cab in NYC.
Kate Spade Saturday has taken up residence in New York with four pop-up digital stores appearing as window fronts around the city.
The “weekend brand” from Kate Spade, which opened its first store in Tokyo in March, offers 30 products from its range through an interactive touchscreen experience that’s available 24-hours a day. New items launch every Saturday following.
“This gives us the ability to produce more from our retail space,” Kate Spade CEO, William McComb, told Reuters. “My nickname for it is the Wall as a Mall.”
Standing in front of the window, shoppers can click to explore looks, opt to buy them via PayPal, and best of all have them delivered with an hour to wherever they are in the city thanks to a partnership with eBay. Security also isn’t a concern – despite being a giant screen, the initiative doesn’t ask for credit card information or your address for every other passerby to see, instead texting you with a link that leads you to your window shop bag on your own phone instead.
Here are some images I took from the West 18th Street store. The other locations are 175 Orchard Street, 154 Spring Street, and 30 Gansevoort Street. All are open until July 7. Window shopping just hit a new reality…