Foreign Office

Accessorize creates immersive experience for new store opening

Fashion accessory chain Accessorize is combining visual technology and content to give shoppers a more personalised experience at its latest store.

The immersive concept for the store, which opened last week (14 October) at Westfield London, focuses on LED rods and panels, through which a mixture of dynamic and Instagram-friendly content is streamed. Accessorize worked with interactive creative solutions agencies Engage Works and Sfd to bring the concept to life.

Upon entering the store, shoppers are met with 316 vertically hanging LED rods which amount to twice the height of The Shard, drawing upon and reflecting corresponding colours and textures from the season’s collections. The panels editorialise both the store front and in-store walls to reflect the retailer’s seasonal collections and draw shoppers into the store. The work also extends to the cash desk, where shoppers are greeted with further interactive content.

They are able to choose the store’s playlist, and are encouraged to curate their own individual Trend Edits by swiping content ‘cubes’ on a bespoke iPad app, which is then published and displayed throughout the store, further personalising their shopping experience and facilitating brand engagement.

Steve Blyth, founder and ceo at Engage Works, said: "In an age where social media rules, it was vital that all content was highly Instagram-friendly to ensure that it had a high reach. Our interactive content is also hugely beneficial, as it not only facilitates brand engagement on the part of the customer, but also allows the customer to feed-back concepts to the brand."

James Davies, head of new business at Sfd, added: "We were delighted to work on our first project with the team at Accessorize, and with our long standing partners, Engage Works. We knew from the outset that this was a captivating concept, and although there were a number of technical challenges the team is incredibly proud of the final result."