As a high end retailer in the upscale London Knightsbridge shopping area, Harvey Nichols creates unique and engaging experiences to attract customers. The retailer is known for its stunning, innovative window displays and is always looking for the best way to capture attention. Plasma displays as an advertising tool have become relatively common place, so Harvey Nichols took the next leap in presentation technology: autostereo (glasses-free) 3D plasma displays. Harvey Nichols commissioned retail creative agency Charles Mason Agency, StereoGraphics Corporation, and DDD Group plc to provide an eye-popping window display for the launch of Harvey Nichols new HN perfume. The animation and the display had to be worthy of Harvey Nichols' reputation for innovation and style and be a centerpiece for the critical Christmas holiday shopping season.
The Solution
Charles Mason proposed an innovative solution comprised of
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Custom made 3D animation of the Harvey Nichols logo |
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An animated bottle of HN perfume floating off screen (DDD TriDef ® POPvert) |
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Four 42 inch SynthaGram 3D plasma displays powered by DDD TriDef Software |
StereoGraphics' SynthaGram 42" 3D display is based on a high quality plasma display precisely fitted with a lenticular array designed to provide separate and slightly different views of the animation to the left and right eyes of the observers to produce the 3D effect. The SynthaGram provides up to nine different views of the animation, allowing multiple observers to appreciate the effect within a 150° viewing radius. The views themselves are generated by DDD's TriDef MoviePlayer software. DDD's TriDef software products provide the key link between 3D formatted content and stereo 3D displays like the SynthaGram series. DDD performed work to convert the custom animations from 2D into high quality 3D. The combination of a bright display (with great separation and wide viewing angles) and top-notch animation content and view generation from DDD made for a dramatic eye-catching experience for Harvey Nichols' passers-by.
The Benefits
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Increased store traffic. Paul Harris of Charles Mason said, "Harvey Nichols is the first application of this technology in a retail environment in the U.K. The visual effect is not something that the public is accustomed to seeing in the high street which was significant in attracting the attention of passers-by and created a talking point at the counter." |
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Reinforced the Harvey Nichols brand. As Janet Wardley, a Harvey Nichols' merchandising executive said, "We were seeking an innovative, high impact means of promoting the new HN perfume whilst also differentiating our holiday window display….We have been delighted by the impact this new display medium has delivered." |
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Garnered valuable press attention |
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Increased reputation as leader and innovator |
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