In February, we installed a Google+ themed video wall window display and photo booth in Topshop’s flagship store in Oxford Circus, as part of London Fashion Week 2013.
For the photo booth our solution was to create a structure that visually communicated something photographic in nature and also clearly promoted the Google+ brand. We took inspiration from the classic retro camera with its prominent flash bulb feature.
In the mix we had to consider technical requirements, Topshop’s premium space usage, Google brand promotion and the end user experience. The technical considerations included precise camera focal lengths, storage of computer kit and a structure that could be flat packed for economic transportation. Retail space in a major retail environment on Oxford street comes at a premium, so the design needed to as compact as possible but also big enough to be practical for the end user and to create brand awareness.
The booth was styled in a contemporary design to reflect the innovative brand values of Google and Topshop’s cutting edge fashion range, with the ‘Be the Model’ creative acting as a call to action, engaging shoppers.
Beyond this event the photo booth has been “future-proof designed” with substantial reuse in mind; the branding & graphic content can be easily updated, the booth can be extended in size, the changing room is detachable and the access to the changing room can be re-configured depending on the site requirements.
The video wall window display followed the design styling of the photo booth in so forming a strong visual connection to support the G+ / Topshop partnership in-store promotion. The screen showed the Topshop Fashion show ‘live’ which took place at the TATE modern, connecting shoppers with the London Fashion Week experience.
We took this project from the initial seeds of an idea into reality, seeing through the creative process from conception to completion.