To celebrate the launch of its new collection designed exclusively for French department store Printemps, luxury French fashion label Kenzo has created both a pop-up store (located in Printemps' atrium) and a new mobile app providing additional digital access to the collaborative project.
The temporary space, which houses the full capsule collection of men's, women's and kidswear, was inspired by the surreal films of cult American director David Lynch. His aesthetic has informed much of Kenzo's creative output this season, including its Autumn/Winter 2014 catwalk show and advertising campaign, and its Grace to the Nth Power shoppable micro site for its pre-fall 2014 collection (see Virtual Immersive Commerce in our Post-Digital Macro Trend for more). The interior features oversized mannequins emerging from mirrors, and a 'selfie' photo booth (see also Luxury Online for Millennials), which delivers printed photos as a physical memento of the experience.
Prior to visiting, Kenzo's Facebook followers are encouraged to download the Kenzo Loves Printemps app on their smartphones, via which they can browse the collection and learn more about the collaboration. The app also features iBeacon technology, which means that when users are walking past the Printemps store, they'll be sent push notifications about activities within the pop-up space. Once inside, they can use the app to play an interactive game to unlock several digital experiences, with the chance of winning a piece of clothing from the collection.
The pop-up is part of a series of collaborative high-fashion hook-ups at Printemps, which saw luxury Italian house Prada take over the windows and façade during Christmas 2013 to showcase a similar exclusive product collaboration. Echoing the pop-up store, the mobile app is only available for a limited time – during the key catwalk months of September and October.
For more on the value of gaming and play as a key tactic within the retail environment, read the report Play to Win in our Power of Play Industry Trend, and The Gamification of Retail. For more on how on how multi-brand retailers are reclaiming their relevance, see Redefining the Department Store: Digital Innovation, Redefining the Department Store: Store Concepts and The Selfridges Effect. For more on innovative uses of beacon technology, see Sales-Boosting Beacons.