With the looks selected from the September 2017 Runway collection, I have supplied each of them to the 8 windows - 2 looks featuring in each of the three larger windows and 1 look per each of the smaller windows. The window found on the corner of the store, instead of a look from the collection, features instructions on how to bring the looks featured across the stores other windows to life using the Burberry app.
This instructional corner window has been selected intentionally to ensure any passers by of the store, heading either way (along Regent Street or Vigo Street), are aware of how to interact with the augmented reality window displays.
In addition the the mannequins/cut outs featured in the three larger windows, there is typographic information featured targeted at visitors to the store reiterating the AR experience to be had.
Large window 1 reads 'Check It Out' (a subtle reference to the casual comeback of the brands house plaid), followed by 'The September 2017 Runway Collection live in augmented reality.'
Large window 2 reads 'Front Row' (suggestive of visitors having an exclusive place in seeing the looks live, and up close), followed by 'Your phone is your seat to the show with the burberry app.'
Large window 3 reads 'See The Show' (in reference to the AR function allowing visitors to see the looks live, in motion), again followed by 'The September 2017 Runway Collection live in
augmented reality.'
This contrast in type style and setting is used by Burburry across all platforms - from in-store graphics, to online website and smartphone app. This ensures seamless brand-consumer interaction is achieved.
Burberry’s sans serif typeface is Proxima Nova, used in contrast to the brands more notable Theano Old Style.
Smaller windows are featured below:
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