Dubai – To showcase its autumn/winter 2019 fashion collection, City Centre malls executed a digital campaign using Google Maps.
The brand worked with agency MullenLowe Mena to ‘hack’ Google Maps’ Street View feature with images of a catwalk and models wearing the new collection in Deira, a well-known neighbourhood in Dubai. Portraying the collection in a novel way, the digitised catwalk was shot by a licensed Google 360 photographer and is exclusively viewable on Google Street View.
The activation, which is part of City Centre’s Stay True autumn/winter 2019 campaign, promotes ‘real fashion for real people’ by featuring customers scouted from the surrounding area and looks from City Centre mall tenants including Desigual, Levi’s and H&M.
‘We’re excited to be driving the industry forward by innovatively merging fashion and tech while celebrating streetwear,’ says Rima Chammas, Majid Al Futtaim’s senior marketing director. The digital campaign follows in the footsteps of brands such as Rag & Bone and Fred Perry, which have similarly translated clothes into the digital realm.