Repetto Design & Branding REPETTO INTERACTIVE WINDOW by Marcel Paris

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Industry Clothing
Media Design & Branding
Market France
Agency Marcel Paris
Creative Director Eric Jannon, Dimitri Guerassimov
Producer Valentine Gomez-Ferenczi
Released March 2011

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: REPETTO
Agency: MARCEL
Date of First Appearance: Mar 1 2011
Entrant Company: MARCEL, Paris, FRANCE
Partner/Executive Creative Director: Anne de Maupeou (Marcel)
Partner/Executive Creative Director: Véronique Sels (Marcel)
Partner/Executive Creative Director: Sébastien Vacherot (Marcel)
Creative Director: Dimitri Guerassimov (Marcel)
Creative Director: Eric Jannon (Marcel)
Account Supervisor/Partner: Pascal Nessim (Marcel)
Account Manager: Emilie de Saint Martin (Marcel)
TV Producer: Cleo Ferenczi (WAM)
Film Director: David Ledoux (Psycho/Premiere Heure)
Producer: Valentine Gomez-Ferenczi (Psycho/Première Heure)
Technical Producer: Guillaume Sartre (Première Heure)
Head of Research and Development: Laurent Berthelot (Marcel)
Case Director: Maxime Tibay
Media placement: Interactive Film Installation - Repetto Shop Windows - 1 March 2011/9 Days (16h/day)

Describe the brief from the client
The Paris fashion week attracts thousands of professionals, journalists and customers each and every year. This international event is a good opportunity to quickly raise Repetto’s awareness, a brand specializing in classic dance clothes and hand made shoes.

Describe the challenges and key objectives
The main challenge was to find a way to stand out among other famous brands located in the fashion district with bigger media budgets, bigger stores, and 5 times more window space. The main objective was to make numerous professionals and individuals visit the shop in order to promote the new collections and strengthen the reputation of the brand.

Describe how you arrived at the final design
During the fashion week, shop window is a key media. So we took our weakness and turned it into our advantage: we designed our unique shop window to multiply it by 5, creating a new interactive experience.

5 films representing 5 ballets involving a dancer and a choreographer from Opéra Garnier were produced and 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 play with it, by switching to another film.

Give some indication of how successful the outcome was in the market
Just 5 days after the launch of the campaign, we had already reached our 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 9000 articles on blogs (and still counting)
Please Google “Repetto interactive window” to have full details about media coverage.