A playable Christmas shop window for city centre shoppers
Manchester Arndale is the UK’s biggest city centre shopping mall. In the run up to Christmas 2017, we created an asset for the centre that they had never had before – a Christmas shop window.
Manchester Arndale wants to be recognised as the centre of the city, the heart of city centre shopping and a proud part of Manchester’s heritage. At Christmas, the centre faces stiff competition from the city’s other major shopping destination - The Trafford Centre.
True used the power of digital out of home to give Manchester Arndale the asset that all their retailers could capitalise on, particularly in the run up to Christmas.
We created a beautiful, interactive Christmas window display for them, and placed it right in the heart of the city where weekend shoppers come flooding in.
Early bird shoppers arriving at Manchester Victoria Station on Black Friday were the first to see and play with a giant screen featuring a colourful kaleidoscope of brilliant Christmas gift ideas – all available at the city’s Manchester Arndale Centre.
The experience was not about selling individual items, but selling a dream. It doesn’t tell people what to wear or buy. It inspires them to come in and find it. The window presents a fantastic showcase of everything that Manchester Arndale has to offer and delivers a beautiful abstract view of Manchester Arndale through the shapes and patterns that shoppers themselves make.
The installation, which was on the station concourse from 24th to 26th November 2017, used Kinect technology to trigger a huge product kaleidoscope when people walked in front of it. The products on screen were modelled with Cinema 4D and brought to life using Unity, a multipurpose game engine that supports 3D graphics.
Shoppers of all ages interacted with the window, using simple arm motions to change its visual state and explore three different Christmas gifting windows – for her, for him and for kids. With hand gestures, they could explore different technology, makeup and toy gift ideas, and create beautiful patterns on screen.
Across the 3-day event, promotional staff were on site, handing out 10,000 tote bags stuffed with goodies and vouchers to redeem in the centre. Everyone who stopped and played with the window got one.
A first of its kind for Manchester Arndale, the idea and experience was a huge success, peaking on Saturday when 3% of people passing through the station actively engaged with the window. Voucher redemption far exceeded targets.
Our shop window was nominated for the Campaign: Tech Best use of DOOH award.
Experiences like this play an important part in placing Manchester Arndale at the very heart of the city and its shoppers. True love to create work that moves people, physically, emotionally and attitudinally, and this is a great example of what our digital work can do Lisa Hawkins, Title