Harrod's "Senses" Campaign
Bianca — February 20, 2008 — Art & Design
References: coolhunting
Harrod's, the famous London department store, has launched a brilliant in-store campaign called "Senses" which uses a 3D LED display of vibrant colours and patterns to mimic the senses.
An image of a city skyline by night appearing to be under a dramatic storm evokes the senses of sight, sound and perhaps even touch, as one can almost feel the impact of the lightning, wind and thunder.
A second image looks to represent the sense of smell, as swirling shades of green and and white curl upwards from a perfume display.
Another image evokes taste; it shows hues of red with an image created out of thin, yellow lines depicting a woman tossing her head back in enjoyment as she eats what look like lemons.
Yet another is based on the sense of sound and sight, featuring a fireworks display, with swirling lines of orange and pink below, and deep purple in the region designated as the sky. Focusing just on sound is an a blue and turquoise image of headphones, with musical notes flowing around.
The display was created by Chilean lighting company, The Anemix, and will continue to be shown in the store until March 28, 2008 when the campaign ends.
An image of a city skyline by night appearing to be under a dramatic storm evokes the senses of sight, sound and perhaps even touch, as one can almost feel the impact of the lightning, wind and thunder.
A second image looks to represent the sense of smell, as swirling shades of green and and white curl upwards from a perfume display.
Another image evokes taste; it shows hues of red with an image created out of thin, yellow lines depicting a woman tossing her head back in enjoyment as she eats what look like lemons.
Yet another is based on the sense of sound and sight, featuring a fireworks display, with swirling lines of orange and pink below, and deep purple in the region designated as the sky. Focusing just on sound is an a blue and turquoise image of headphones, with musical notes flowing around.
The display was created by Chilean lighting company, The Anemix, and will continue to be shown in the store until March 28, 2008 when the campaign ends.
Trend Themes
1. 3D LED Window Displays - Opportunity for innovative display technologies that create immersive experiences.
2. Vibrant Patterns and Colors - Trend towards using bold and dynamic visual elements to capture attention.
3. Multisensory Marketing Campaigns - Emerging trend of campaigns that engage multiple senses to create a memorable and impactful brand experience.
Industry Implications
1. Retail - Opportunity for retailers to enhance in-store experiences and capture customer attention using innovative display technologies.
2. Lighting - Potential for lighting companies to develop advanced LED display solutions for advertising and marketing purposes.
3. Marketing and Advertising - Growing demand for creative and immersive campaigns that utilize multiple senses, presenting opportunities for marketing and advertising agencies.
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