client Strelka Institute for Media, Architecture and Design
status Installation | Prototype Project
description The behaviour of proximity as an indication of interest is also present in the retail context. Currently during off hours in street retail it is difficult to gain consumer engagement or measure how effective displays are in creating a point of interest for the passer by. Actual product play is generic and based on the notion of lighting the entire interior of a store to capture as much attention as possible, in addition to being hugely wasteful in energy consumption. A more ambient, spatial solution would be a reactive storefront that responds to the behaviours of window shoppers. As a passerby comes closer to the storefront window the lighting of the display brightens to show different wares and connections between products to form a more adhesive product play, harnessing the whimsy of this moment of drama. In the retail context, long term feedback is the changing nature of store frontage. More accurate data helps retailers to curate the shop frontage of commercial real estate and accommodate different users on a need or interest basis. By integrating an off hour understanding of the temporality of consumer interest, later commercial activity can reveal more profitable products and locations. Finally this new interaction can help to reduce energy consumption, as lighting is only used when needed.
