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Brief Published: 12 Sep 2011

Ben Sherman’s Interactive Window


British menswear ­brand Ben Sherman opened the doors to its new London store in Carnaby Street yesterday with an interactive, indoor/outdoor window display, designed to attract curious passers-by.

Using a touch-screen window, shoppers were able to summon individual shirts forward via a mechanical clothing rail for closer inspection. Taking the theme in-store, the same items were highlighted at The Shirt Bar, where knowledgeable members of staff – referred to as ‘Shirtelliers’ – were on hand to help.

Building on its reputation as one of the original Mod fashion labels, the brand has cited the theme of ‘Heritage of Modernism’ as the main inspiration behind the store design, even referencing its own East London design studio.

Ben Sherman