Most of the bigger brands have 5 times more window space. We decided to take our weakness and turn it to our advantage. We designed our shop window to multiply it by 5, creating a new interactive experience and positioning the boutique as the place to see.

5 films representing 5 ballets were produced and then retro projected on the shop window. Only one film was projected at a time. With a simple move of the hand in the air, people standing few steps away from the shop window were able to change it, by switching to another film.

Just 5 days after the launch of the campaign, we had already reached the final goal by welcoming twice as many people as last year’s event. By the end of the week, visitation in the shop went up 60%. The results registered were 40% more visitation from journalists, more TV coverage from 6 news channels and fashion programs, more radio coverage from 20 different stations, 750,000 views on video websites, 100,000 tweets, and more than 9,000 articles on blogs (and still counting).

Please google “Repetto interactive window” for full details about media coverage.