benetton live windows visible interactive participative
TRANSCRIPT
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BENETTON LIVE WINDOWS
VISIBLE INTERACTIVE PARTICIPATIVE
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Fabrica is developing a new communication channel for the Benetton megastores, using technology to shape a new customer experience.
The main goal is trasforming the customer approach to the store in a participative experience.
The BENETTON LIVE WINDOWS project was born from this idea.
BENETTON LIVE WINDOWS
FABRICA
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BENETTON LIVE WINDOWS
VISION
Benetton Live Windows means:
• more visible stores - during day and night
• hyper-scale images to emphasize the spectator /
actor
• a new and richer customer experience
BENETTON LIVE WINDOWS
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SOFTWARE PLATFORMBENETTON LIVE WINDOWS
All stores involved are part of a network managed with a
software conceived at Fabrica.
Fabrica has developed a specific application to manage
contents and the whole network.
PLATFORM
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NETWORK MANAGEMENTBENETTON LIVE WINDOWS
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BEFORE AND AFTERBARCELONA
In Barcelona, before and after the installation of Benetton Live Windows.
From irrelevance to active participation.
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EXPERIENCEBARCELONA
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MONACO VISIONMUNICH BEFORE
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MONACO VISIONMUNICH AFTER
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MUNICH COFFEE BAR
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MOSCOW BEFORE
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MOSCOW AFTER
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SHANGHAI BEFORE
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SHANGHAI AFTER
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MILANO DUOMO
CURRENTLY
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BENETTONLIVE WINDOWSINTERACTIVITY
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APPLICATIONS
LIVE INTERACTION
The interactive applications is at the very core of the
BLW.
They are key to draw the attention of the people
walking on the street to the window and entertain
them in a playful way.
INTERACTIVITY
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PRODUCT POOL - MOSCOWINTERACTIVITY
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LIVE COMMUNICATION
By Face in The Hole people can publish their
image on the window, playing and being
entertained.
The key:
people plays modelling on the window – becoming
Benetton model in a funny way.
FACE IN THE HOLEINTERACTIVITY
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FACE IN THE HOLE - BARCELONAINTERACTION
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LIVE COMMUNICATION
Interactive applications are aimed to generate further
personal visual contents and work as a social factor.
User’s own image – captured by him/herself straight
from the window with mobiles phones and
videocams - is shared through social networks or
shown to friends.
INTERACTIONINTERACTION
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INTERACTION COLORS OF MOVEMENT- MUNICH
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THANK YOU