LONDON — Levi’s is giving a new dimension to window dressing.
This story first appeared in the November 18, 2002 issue of WWD. Subscribe Today.
The company has positioned virtual models in the window of its Regent Street flagship here, who interact with —and sometimes tease — passersby.
The models, who are dressed in the latest Levi’s collection, gesture to passersby. The male model holds up a sign that says “Hey, look at me!” When onlookers dial the number pasted on the window, they can ask the models to dance, do a striptease, or play records like a DJ.
But the windows aren’t all fun and games. In the early morning, the guy is grumpy while late at night he tells pedestrians to keep quiet because he’s trying to sleep. The female model plays records on request.
Playing the roles are Thomas Smedegaard and Laura Whitcomb.
The concept was developed by TV-Digital, an experimental interactive media company based in Denmark. The real-life models were filmed in a studio in about 150 positions, and the film was later fed into a computer. The models spring into action via sensors activated by passersby.
“Many companies use touch screens, but this is the first time the consumer has total control over what’s going on,” said Michele La Grego, Levi’s senior visual merchandising manager for Europe. “So far, it’s been so popular that one of the speakers on the street has already blown because of all the activity.”
The windows were unveiled last week here and in Paris and will be in place until after Christmas. The windows will also bow in Levi’s stores in Berlin, Barcelona and Lisbon. Levi’s is still deciding whether to bring the concept to the U.S. The company declined to say how much it spent on the project.