Luxury Russian jeweller Fabergé unveiled an interactive window display at London department store Harrods this month, conceived to celebrate its iconic egg design with a contemporary twist in the run up to Easter.
Created by British retail design agency Justso in collaboration with UK-based projection specialist Projection Artworks, the central focus of the installation is a large three-dimensional egg measuring 1.5m in height, which occupied the store's main windows. Using projection-mapping technology, the team devised a series of animated versions of classic Faberge designs, and overlaid abstract geometric patterns onto its surface, to create the appearance of a rotating Fabergé egg. Customers inside the store can also decorate eggs via a tablet-based programme using pre-set colours and patterns, which are then projected onto the main window display.
The installation coincided with an in-store pop-up boutique dubbed the 'Egg Bar', showcasing a series of egg-shaped pendants, while an on-site engraver provided bespoke personalisation. For more key strategies concerning jewellery retailing, see Rejuvenating Jewellery Retail.
Adding a further level of digital-physical interaction to the experience, Harrods customers with a Rewards (loyalty) account were invited to download the Fabergé Egg Hunt app – a smartphone game with an in-store aspect. Users utilised the app's QR code reader to scan the code of each egg they found, which gave them the chance of winning a pendant.
For more on how department stores are establishing their relevance to engage with consumers in the digital era, see Redefining the Department Store: Store Concepts and Redefining the Department Store: Digital Innovations. See also Kenzo x Printemps Digi Promo.