After hours: New York fashion label presents interactive night-time show

New York – Lower east side fashion label ØDD has created an interactive light show that brings its store to life after hours.

ØDD.Lights is a collaboration between designer Judson Harmon’s label ØDD and artist Jonathan Chomko, who has created a striking arrangement of motion-responsive lights, triggered by the movements of passers-by.

Beginning at 8:00pm each night throughout the winter, ØDD’s Ludlow Street store will host the hypnotic show that flashes lights on different items in the collection and on the brand’s famous, androgynous mannequin that stands guard in the shop window.

Chomko developed the motion-sensitive system using CCTV equipment and an Arduino-driven relay shield that captures a live street view. The position of the pedestrians and the intensity of their movements all affect the action of the LED lights inside.

For more on how brands are using technology in alignment with their brand identity, read our Creative Phygital microtrend.