BENETTON GROUP / FABRICA
"Livewindow"
Stores are the real meeting point between brands and people, so we set out to capture the public with a powerful and innovative audio-visual Benetton experience. Intelligent analysis of the store-front environment (traffic flow, traffic lights, daylight, proximity to subway stations)to understand public perception of the store Research on visual language and design, to create the right layout and specific content based on the chosen format. Monitoring the installation, to refine the playlist and generate evermore relevant, inspiring and interactive content.
Layout optimization, followed by creative, targeted use of audio, that both works in harmony and disrupts the environmental sound to catch attention. Almaty Barcelona Bologna London Milan Moscow New Delhi Paris Shanghai
Given the strong resonance and dissemination that the LIVEWINDOWS project had, it was necessary to communicate the project with its own identity, in order to standardize all digital productions under the same visual system of guidelines and rules of composition.
LIVEWINDOWS VISUAL COMMUNICATION
LIVEWINDOWS Videowall
Layout Design
LIVEWINDOWS EXPERIENCES
"PAO and PAINT"
In a second phase the LIVEWINDOWS moved from small-scale interactive content, to large-scale street-based experiences. The idea was to communicate the brand’s values by creating positive experiences for passers-by. The types of activities had to be simple and direct, as the user is in transit with little time. Therefore, we invested time and research in order to understand the languages of interaction for the context so that a small action by the user would give clear and immediate feedback. For the
interactive display set-up, the touch radar produced by LANG AG allowed us to transform a glass surface into an interactive support.
The main objective was to capture passers-by on the street with a simple, direct, spectacular, unique and positive experience People can do something they can’t do at home.
LIVEWINDOWS EXPERIENCES
"PAO the polar bear"
PAO was a collaboration between LIVEWINDOWS and the CAU University of Seoul involving the Korean animator Wooksang Chang. It was an interactive story of a polar bear that is lost in the city; the user must help him find his way back to the North Pole. The application had an educational aspect in that during the animated narration, the user is asked questions, and can learn from the answers.
LIVEWINDOWS EXPERIENCES
"PRINT"
PAINT was a collaboration between LIVEWINDOWS and the CAU University of Seoul involving the Future Media Art Lab Professor, Jin Wan Park, and his team. The aim of this collaboration was to develop an interactive project on the LIVEWINDOWS showcases and a downloadable application that allows people on the street to draw and paint on the LIVEWINDOWS showcases.
