Repetto installs its first interactive shop windows
Repetto and classical dance: a strong relationship since the brand’s creation. In order to keep this tradition alive, and taking advantage of the huge media success of Black Swan, dance clothing retailer Repetto installed interactive shop windows in its store in Paris on rue de la Paix. Customers saw themselves as ballerinas. This is a fantastic example of street marketing and audience targeting. Source: Docnews.
Clothing retailer Repetto temporarily installed interactive shop windows. Using Kinect (movement recognition) technology, with one swift arm movement, passers-by could choose from one of five ballet scenes available. Simple, but the animation shown on the interactive window is extraordinarily gracious, as you can see in this video.
This street marketing strategy was in place during the first week of March 2010 – the same week as Paris Fashion Week; obviously, the It-girls all had a go.
Repetto knew how to create truly innovative shop windows, which were not just simple window displays but a real method of communication with passers-by; a clever tailor-made campaign. The dance theme is ideal in this situation: it is poetic and speaks to every woman, and the technology used makes these artistic effects accessible to everyone. For anyone who dreamed of being a prima ballerina, even if only for a short time, Repetto made their dream come true in an oasis of beauty on the streets of Paris.
Clothing retailer Repetto were able to create innovative, beautiful and fun window displays which allowed real interaction with window shoppers and revived the historic content of the brand. Passers-by couldn’t help but remark upon it – and be tempted to discover what lay behind the window…