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Retail
Published: 1 Apr 2015

Fabergé x Harrods Easter Windows Takeover

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.

For more on projection mapping, see Enhanced Retail Realities, part of our Post-Digital Macro Trend and Play Hard, Stay Memorable, part of the Power of Play Industry Trend.

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.

For more on gamification in retail, see Kids Retail Online, Toy Worlds: Targeting Gen 'Me', The Gamification of Retail and our Industry Trend, The Power of Play.

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