Fashion fans from across the country recently gathered in Hyde Park, Johannesburg to experience the latest trends in home-grown couture at SA Fashion Week. Between shows, guests got to experience fashion in a new, hands-on way in the VIP lounge, where Sunglass Hut and Moving Tactics Digital Impact partnered to create a unique, interactive digital experience.
Fashionistas were able to try on the latest in sunglass trends, find their favourite sunglass look and then learn more about the product itself using the custom-made 40” touch screen. As they placed their chosen sunglasses on the recognition pad alongside the screen, a small radio-frequency identification (RFID) tag sleekly fitted onto the sunglasses would prompt and play product specific information on the screen.
Using the innovatively designed product recognition hardware, guests were able to learn more about their favourite pair of sunglasses and by clicking through detailed product specifications, demo videos and other relevant content.
Andy Higginbotham, Creative Director at Moving Tactics Digital Impact, says, “In addition to the product recognition table hardware and software that we custom-designed and built, we also supplied Sunglass Hut with a customised replica Selfie Cam. The 42” touch display with built-in digital SLR camera allowed guests to take a high resolution image of themselves wearing the latest sunglass looks, which they could then share via social media. It was a fun concept and it proved to be very popular”.
As a leading retailer, Sunglass Hut is committed to digital technology as a key component in creating novel opportunities to engage with their customers. As Earl Kopeledi, Marketing Manager at Sunglass Hut, explains, “Our aim is to always create fun and memorable experiences in our stores and at events. For our execution at SA Fashion Week, we wanted to highlight some of the interesting stories attached to the brands we stock, and we were very happy with the experiential outcome for our customers”.
Moving Tactics Digital Impact is a recent addition to the Moving Tactics stable and specialises in short-term, rental and campaign-based digital activation solutions. In addition to providing concept development and implementation using touch and projection technology, they also design and manufacture screen housings and bespoke items based on brief.