In late September and early October, Hugo Boss AG (Metzingen, Germany) ran a series of interactive windows in its Tokyo flagship store to coincide with the Japanese Grand Prix Formula One automobile race.
All of the windows at the store, in Tokyo’s Aoyama neighborhood, were devoted exclusively to the Formula One theme in general and to Vodafone McLaren Mercedes and its drivers, Lewis Hamilton and Fernando Alonso, specifically.
A touch screen measuring 6.5 feet by 5 feet enabled customers on the outside of the store to access information on the drivers, on the race cars and on the latest Vodafone McLaren Mercedes collection. Boss has been partnering with McLaren in the Formula 1 world championship since 1981 and outfits the team in specially designed apparel. Boss also designs and provides clothing for certain McLaren Group employees.
The screen contained a thin, conductive foil that registered user input. To complement the F1 theme, a life-size model of Hamilton’s current car was on display in the middle of the store, while the third floor showcased blow-up portraits of the drivers Hamilton and Alonso.
Given positive feedback, Hugo Boss said it is planning to integrate this technology into other stores and shops around the world.