The Interactive Storefront for Elle MacPherson Intimates
For New York Fashion Week, Elle MacPherson Intimates launched an interactive storefront, allowing users to reveal the video footage of the models on the windows through their movements on the street. This is by no means a new medium but it has been executed very well and has received a lot of positive WOM.
The Interactive Storefront is actually Human Locator, an interactive visual system developed by Freeset and designed expressly for advertising. Drawing on cutting edge computer visualization techniques to track full body movement in real time, it allows consumers to actively participate in and interact with advertising. At the same time the system provides advertisers with measurable viewer data. Freeset’s Human Locator system cuts through day-to-day visual clutter and attracts and holds the consumer’s attention with interaction. Human Locator brings the interactivity of the Internet to real-world environments.