Prada Reactive Retail Activation in London
Prada Reactive Retail Activation in London
Prada presents a new pop-up store in The Selfridges Corner Shop in London dedicated to a special collection of men’s and women’s ready-to-wear and accessories made from Re-Nylon.
The new Prada Reactive pop-up store evokes an intensely communicative urban setting, packed with graphics and moving images, and presents a new collection of ready-to-wear and accessories with sustainability at its heart, made entirely of Re-Nylon. The garments in this selection has been subjected to special treatments to make it react dynamically to light, heat and water, in part acting as a reminder of the effects of climate change.
The Prada logo, printed in a special reflective pigment onto raincoats, jackets, trousers and shirts, is only visible when the fabric comes into contact with water, displaying an appealing tone-on-tone effect and a contrast between the glossy and matte sections. Down and padded jackets reveal their printed pattern decoration when the temperature drops below 10°C; garments made from luminescent Nylon Piuma and jersey glow in the dark with an intense fluorescent green triangle pattern if they have been charged with sunlight; and Re-Nylon Piuma hooded jackets feature reflective details like the zip and logo.
The brand activation needed an interactive element that matched the interactive elements of the garments. And that’s where we come in…
Shoppers take part in the Screen Graffiti experience.
Prada Reactive in the Selfridges store in London.
The Solution
The technology that complements this collection is none other than Digital Graffiti, giving shoppers an in-store creative experience.
Digital Graffiti was created to fill the void of user customisation with no mess. Our system simulates the effects of spray paint on a digital canvas, giving users incredible control over their creation and providing a truly immersive experience. Allowing your guests to unleash their creativity using our technology retains user attention and ensures they have something to share on social media – their own creation. Users can paint on the canvas and choose various stickers, custom colours, text, and overlays they have complete control over. We have multiple types of digital graffiti, each with its strength to perfectly match your event.
We installed Screen Graffiti for this activation, our latest innovation in Digital Graffiti. Low-profile, customisable, and incredibly immersive, our Screen Graffiti provides all Digital Graffiti in a compact package. Guests create their masterpieces using digitised spray paint cans and a crosshair that shows exactly where they’re aiming.
The Prada Screen Graffiti used a super-sleek display unit with branded components such as fully-branded Spray Paint Cans. The customer would be welcomed by our friendly staff member who instructs them throughout the experience. Creating artwork, they used templates, stickers, and colours that complimented the collection; once their artwork was complete, they could email it to themselves, where they could share it on social media.
The Screen Graffiti gives shoppers more reason to visit the Prada Reactive collection in-store and increases its footprint in the UK’s capital. In an era when online shopping is at the click of a button, it’s worth giving customers an experience to take them away from the screen and encourages them to visit a store in person. The experience built engagement between the consumer and the brand, as they enjoyed the activation’s creative element.
The Brief
Prada presents a new pop-up store in The Selfridges Corner Shop in London dedicated to a special collection of men’s and women’s ready-to-wear and accessories made from Re-Nylon.
The new Prada Reactive pop-up store evokes an intensely communicative urban setting, packed with graphics and moving images, and presents a new collection of ready-to-wear and accessories with sustainability at its heart, made entirely of Re-Nylon. The garments in this selection has been subjected to special treatments to make it react dynamically to light, heat and water, in part acting as a reminder of the effects of climate change.
The Prada logo, printed in a special reflective pigment onto raincoats, jackets, trousers and shirts, is only visible when the fabric comes into contact with water, displaying an appealing tone-on-tone effect and a contrast between the glossy and matte sections. Down and padded jackets reveal their printed pattern decoration when the temperature drops below 10°C; garments made from luminescent Nylon Piuma and jersey glow in the dark with an intense fluorescent green triangle pattern if they have been charged with sunlight; and Re-Nylon Piuma hooded jackets feature reflective details like the zip and logo.
The brand activation needed an interactive element that matched the interactive elements of the garments. And that’s where we come in…
Shoppers take part in the Screen Graffiti experience.
Prada Reactive in the Selfridges store in London.
The Solution
The technology that complements this collection is none other than Digital Graffiti, giving shoppers an in-store creative experience.
Digital Graffiti was created to fill the void of user customisation with no mess. Our system simulates the effects of spray paint on a digital canvas, giving users incredible control over their creation and providing a truly immersive experience. Allowing your guests to unleash their creativity using our technology retains user attention and ensures they have something to share on social media – their own creation. Users can paint on the canvas and choose various stickers, custom colours, text, and overlays they have complete control over. We have multiple types of digital graffiti, each with its strength to perfectly match your event.
We installed Screen Graffiti for this activation, our latest innovation in Digital Graffiti. Low-profile, customisable, and incredibly immersive, our Screen Graffiti provides all Digital Graffiti in a compact package. Guests create their masterpieces using digitised spray paint cans and a crosshair that shows exactly where they’re aiming.
The Prada Screen Graffiti used a super-sleek display unit with branded components such as fully-branded Spray Paint Cans. The customer would be welcomed by our friendly staff member who instructs them throughout the experience. Creating artwork, they used templates, stickers, and colours that complimented the collection; once their artwork was complete, they could email it to themselves, where they could share it on social media.
The Screen Graffiti gives shoppers more reason to visit the Prada Reactive collection in-store and increases its footprint in the UK’s capital. In an era when online shopping is at the click of a button, it’s worth giving customers an experience to take them away from the screen and encourages them to visit a store in person. The experience built engagement between the consumer and the brand, as they enjoyed the activation’s creative element.
