Brand and retail activation - 'See with Optimism'
To create an interactive & playful activation for the launch of Chloé’s new sunglasses collection that references the brand’s “See with Optimism” campaign with its authentic message of positivity and empowerment.
Working in partnership with the artist Cecilia Carlstedt and Variable.io, the activation builds on the brand’s “See with Optimism” message of positivity.
Behind a mirrored screen, paint brush strokes reveal the different Chloé women, interpreted by artist Cecilia Carlstedt, who gave their name to each model of sunglasses. By trying a pair of glasses – using face recognition and a custom program – the mirror ‘draws’ the customer's face in the same artistic style and follows their movements revealing the Chloé women they are.
The activation comprises an LED screen placed behind a translucent mirror with plinths for the glasses. These glasses have RFID tags that enable the activation to detect when people engage with a pair, drawing the customer's face in the style of the model they picked, all while tracking their movements in real-time. See the video below for a fuller view of this engaging experience -