Tommy Hilfiger, for their latest campaign ‘My Jeans, My Music’, created an interactive in-store audio installation that fused fashion with technology. For the launch of a new denim range, five new styles of jeans were given a unique soundtrack. The soundtrack was “locked” inside the jeans and was “released” when swiped against a giant interactive audio cassette.
The giant audio cassette is equip with an RFID Reader, car audio amplifier, subwoofer and speakers. The jeans themselves are embedded with RFID tags that when swiped against the giant cassette ‘released the music’. 38 cassettes were built and interactive retail installation was launched in 8 countries across Europe.
Watch the “My Jeans, My Denim” video below. The installation was a collaboration between de-construct and kin design. Why is this Important? Probably the best known fusion of high fashion with high tech in a retail environment is Prada’s Soho store in Manhattan. The success of Prada’s high tech store concept is questionable at best and, consequently, fashion brands appear to be hesitant to fully embrace an interactive shopping experience. Hilfiger’s interactive in-store audio installation is perhaps a better direction for crafting a new technologically-enhanced retail experience. Lacking all the bells and whistles of the Prada store, which was packed heavy with experimental tech, it will also stay clear of all the technical mishaps. The installation is quite simple and the experience delightful without all the complexity and wizardry of Prada’s “Magic Mirror.”
