Accessorize, the British fashion accessory chain, has turned to creative agencies Engage Works and sfd to provide interactive content and LED solutions for the new flagship store in the Westfield shopping centre in White City, London.
This collaboration follows the successful launch of sister brand Monsoon’s flagship store, which saw the brand employ the use of digital generative art (created by Engage).
The concept from Accessorize primarily focuses on LED rods and panels, through which a mixture of dynamic and Instagram-friendly content is streamed. Upon entering the store, shoppers are met with 316 vertically hanging LED rods amounting to twice the height of The Shard, and reflecting the colours and textures from the season’s collections. The panels editorialise both the storefront and in-store walls to reflect the retailer��s seasonal collections and draw shoppers into the store.
The work also extends to the cash desk, where shoppers are greeted with further campaign based interactive content. They are able to choose the store’s playlist, and are encouraged to curate their own individual Trend Edits by swiping content ‘cubes’ on a bespoke iPad app which is then published and displayed throughout the store, providing greater personalisation and facilitating brand engagement.
Steve Blyth, founder and CEO at Engage Works explained: “As with Monsoon, it was highly important to create a visually stunning storefront to attract customers in. In an age where social media rules, it was vital that all content was highly Instagram-friendly, to ensure that it had a high reach. Our Interactive content is also hugely beneficial, as it not only facilitates brand engagement on the part of the customer, but also allows the customer to feedback concepts to the brand.”
James Davies, head of new business at sfd commented: “We were delighted to work on our first project with the team at Accessorize, and with our long standing partners, Engage Works. We knew from the outset that this was a captivating concept, and although there were a number of technical challenges the team are incredibly proud of the final result.”