Selfridges uses an eye-catching storefront that integrates audio and video to attract customers

The chain of high-end British stores Selfridges is trying to attract passers-by with a double sensory offer through an innovative showcase that combines animated visual elements of a Casio XJ-ST155 projector and sound effects of the Whispering Window system of FeONIC.

Within the retail sector, existe una enconada lucha entre las tiendas físicas y los comercios online por tratar de captar a los consumidores. The specialist in audiovisual content Freehand has created an interactive showcase for the store that the Selfridges department store chain has in London where fashion collections are exhibited ‘Britain Creates 2012: Fashion & Art Collusion‘ and ‘Women's Designer Galleries‘, with various joint works between fashion designers and visual artists. The video wall exclusively advances the work of some of the artists who have participated in the project: Giles Deacon with Jeremy Deller, Paul Smith with Charming Baker; and Hussein Chalayan with Gavin Turk.

Whispering Window technology has been used FeONIC to turn the storefront into a speaker that helps attract the attention of passers-by, who can listen to the presentation while enjoying seeing the centerpiece.

Casio XJ-ST155 Hybrid Laser/LED Projector

The showcase is enhanced by animated visuals emitted by a laser/LED hybrid projector Cassius XJ-ST155. The Casio projector is used both to create fully animated video displays and to enhance traditional storefronts with effects that include cloud simulation, Water ripple and moving textures.

The content and animation effects of the projector can be changed very easily by replacing the USB stick connected to the device. Casio's Marketing Director, Tim Gould, pointed out that “Casio projectors are known for their use in the education sector and in offices, so the fact that he is employed in one of the most famous stores in London is very exciting for us.. Digital signage is perfect for retail scenarios, maintaining the pace and constant appeal of the campaigns for the client.” The projector works well with projection designs and animations in store 3D windows, according to Mike Fabian, by Freehand.

Whispering Window de FeONIC

The new Selfridges windows also incorporate sound thanks to the FeONIC Whispering Window system. This system has been used before by Selfridges and other retailers., but in combination with Freehand's animations and projection effects it is even more effective. FeONIC highlights that the surprising sound coming out of the window can bring on its own “an increase in store sales of more than 40%”. Sound is not an assault on the senses but is “Subtle and discreet audio” that catches the attention of passers-by. The Whispering Window is an accessible technology and, according to FeONIC, It's not just for shop windows, sino que puede utilizarse para transformar muchas superficies sólidas en un altavoz: Mannequins, Shelves, walls, floors, ceilings or partitions.

Selfridges' Showcase Production Manager has pointed out that “it is surprising to see the number of people who are attracted to the displays located on Orchard Street, first for the sound, and then by what they see in the shop window. It's a great spectacle. “

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