Instead of using the usual tools to attract passersby inside its flagships, fashion retailer Benetton has implemented a Live Windows project in 10 international locations that features a dynamic program and digital applications that create a hyper-scale window.
The project connects the 10 locations in real time with large high-
definition video walls showcasing ad campaigns, store offerings, catalogs and product imagery. In addition, social media efforts invite passersby to interact with the experience, which is customized to each storefront.
The window campaign is currently installed in storefronts in New Delhi, Moscow, London, Shanghai, Milan, Barcelona and Munich, with plans to expand the project to Paris and New York.
Created by Fabrica (Treviso, Italy), Benetton’s communication research center, the digital signage project won a Gold Apex Award in the retail category and the Apex Award of the Year at the Digital Signage Expo in Las Vegas.