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Brief Published: 24 Feb 2011

Puma’s QR Display


To mark the launch of the Spring/Summer 2011 Puma by Hussein Chalayan collection, the sportswear brand has collaborated with communications agency Everyone Associates to create a digitally enhanced, optical illusion-filled art installation for London department store Selfridges.

Echoing both the collection’s theme and target audience – urban travellers – the installation comprises a sloping gradient of triangular vertical rods printed with QR (barcode) codes. When scanned by smartphones, the codes bring up a map of interesting neighbourhoods in global cities.

As a visual metaphor for travelling between time zones, the rods are black on one side and high-gloss white on the other. As customers walk around it, the entire installation appears to change colour, like a three-dimensional lenticular. The installation is also interspersed with bars stretched horizontally between some of the upright rods, from which magnetic hangers hang, as if unsupported.

IPads placed next to the installation add an extra digital component, allowing customers to browse the collection and discover more about the inspiration behind it.