In May, Harvey Nichols unveiled its latest in a series of eclectic window displays at the Mall of the Emirates, featuring a life-size puma strolling across the 6-meter window amidst cages and ruffled feathers.
“The experience of using the entire shop front as a canvas creates an extraordinary retail experience for an unassuming passerby,” elaborated Danish Farhan, chief executive of Xische Digital. “In line with Harvey Nichols’ global initiative to showcase some of the most eclectic window dressing in the world, this is a first in many respects, merging the digital domain with the real world.”
Designed by the award-winning team at Xische, and deployed together with Multisell Technology and AWEBCO, the retail design experience entailed each company’s niche, working in seamless collaboration to bring the display to life. The idea was the result of a separate joint-venture lab between Xische and Multisell called MX2.
The unconventional digital environment is featured across 5 window-fronts on two floors at the Mall of the Emirates.
Sleek use of retail display space revolutionizes the delivery of brand and promotion based information, drawing praise and bewilderment from a passerby, who is accustomed to staring at wooden-faced mannequins.
“The innovative digital shop front is the first step in creating a fully-interactive retail experience,” explained David Holm-Glad, Managing Director of Multisell Technology. According to David, the concept of digital shop fronts is at its infancy, with the next stage in its evolution allowing interaction directly on the shop window. “Imagine being able to click on the glass window and see different colors and sizes of a set of clothes worn by the mannequin, directly on a transparent glass window. Well, it’s now possible.”
Fabrication specialists AWEBCO deployed the distinctive fit out of a classic brick-wall street side. “In a project requiring such a diversity of experts each in their own field, the outcome must be seamless, from the color tone of the brick down to the intensity of the shadow projection,” added Raj Kulshrestha of AWEBCO.
Incidentally, Xische and Multisell brought their focused expertise into a new joint-venture lab called MX2 earlier this year. With an initial run of 6 months, MX2 have jointly serviced over a dozen regional and multinational clients with their niche set of offerings. “At MX2, we manage a constant stream of experimental projects designed to expand our knowledge and create new intellectual property valuable to us and our clients,” explained Danish.
“MX2’s upcoming work includes a technology fit-out of the upcoming Plugins store at the Dubai Festival City,” continued Mohamed El Omari, Managing Partner of MultiSell Technology. “We are going to unveil a unique selection of MIM -‘motion-interactive-media’ at the Airport Expo in the first week of June, encompassing a major airport expansion,’ explained Mohamed.
Xische is the first digital innovation agency of its kind in the Middle East. Xische Digital was also the Official Animation Partner for the Dubai International Film Festival. Their technology counterparts Multisell Technology have had a track record of being at the forefront of projection technologies, constantly embracing and bringing the latest to the region.
Between Xische, Multisell and AWEBCO, clients served include Land Rover, Harley-Davidson, Emirates Airlines, Dubai Tourism, Marlboro, Giorgio Armani, Red Bull, Cellucom, Dubailand, Al Futtaim, Puma, Panasonic, Siemens, Porsche and du.
“A lot of what we do is becoming intrinsic design elements in large projects,” commented Raj. MX2 is a convergence of skill sets – premium animated production, high performance Interactive Projection Systems, Fabrication, Fibreglass Modelling and 3D advertising media. “We have positioned ourselves as a unique resource for bespoke solutions across the retail, real estate, tourism, and MICE industries.”
“This is the first step in achieving a truly immersive experience in the very near future. And we intend to start right here in Dubai,” concluded Danish, as he followed the puma across Harvey Nichols.
Thursday, June 1- 2006 @ 9:31 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.