Vision, Concept, Design
I developed the concept.

'Living Dress'

2013 | Website

Browse an entire collection of dresses on one mannequin through an eye-catching interactive shopping window with use of projection mapping.

Designercafe is a fashion house in Utrecht that creates luxurious basics for elegant women. When they offered their participation for the 'playful retail' project, financed by Taskforce Innovation Utrecht, they requested for something that would allow their beautiful collection to catch the attention of passers-by in the city centre at night.

We created the concept and developed the interaction, software and hardware for this project. The content was made by Mr. Beam, a well-known animation and projection mapping specialist.

Living dress was active and running for a year from 2013 to 2014, until Designercafe moved to another location where the same setup was no longer possible.

I developed the concept.

One of the most important cornerstones of this project was context and placing. Our stakeholders specifically requested an installation that would work after shopping hours. We had to make sure to create something that would grab enough attention to interest people who are not thinking about shopping at all at that point. It would also have to remain engaging enough to help people remember about DesignerCafe the following day.

I guided the development of software & hardware.

We developed our own custom software and hardware for this project. By use of a camera with infrared filter and a strong infrared light we used blob-tracking software technology to make a very subtle interaction possible without screens, buttons or other specific interactive objects. The result of this is that passers-by would start interacting with the shopping window even before they were aware of it, making it almost seem like 'magic'.

Interest should be rewarded.

Interest should be rewarded.

I wanted to engage passers-by who showed the potential to become future customers. So I created what I called the 'sweetspot'. Users standing on the 'sweetspot' longer than a few seconds were rewarded with additional music, lighting and a call-to-action trigger that invited users to visit the website.