Harrods, the famous London department store, needed a way to reach out to consumers through its latest window campaign. The theme – experiencing the luxurious department store and all its products – aimed to touch all of shoppers’ senses, including sight, taste, touch and smell, using color, props and technology.
“Interactive windows are the future of window display,” says Nicola Metzger, head of marketing for Elemental Design (London), which created the window displays. “It’s all about creating brand experiences that truly engage target customers and make them remember a brand.”
What shoppers will remember about this campaign may be the strawberry lollipops placed inside a 3-D strawberry and mounted outside the windows. Or bubble machines and lighting that produced champagne bubbles, designed to speak to the taste sense.
Appealing to the sense of sight, a Phillips plasma screen built into a mirrored unit creates an optical illusion, giving shoppers the impression they’re looking at nine screens instead of one. Another part of the window features a mirrored unit, which showcases constantly changing lights.