London – For the first time, digitally rendered products are directly shoppable from the department store’s windows.
The new window displays, which are part of Selfridges’ AW19 creative campaign, The New Order, allow shoppers to scan QR codes to purchase items featured on screens. Merging the physical and digital worlds, new-season products have been 3D-scanned and digitally rendered to appear in otherworldly, animated landscapes. To create virtual displays, the store’s window design team collaborated with Digi-Gals, an all-female 3D image-making community, and motion graphic designer Christina Worner.
‘Windows used to be an advertising tool for products, but customers expect more now,’ says Emily Outhwaite, assistant styling manager ‘We’ve moved away from using traditional mannequins; instead focusing on alternative fashion forms and innovative new ways to showcase products.’
As such, the campaign reflects the extent to which digitisation offers a new route for consumers to engage with fashion brands.