Article
Hugo Boss uses gesture-based digital signage to launch new perfume
GestureTek's ScreenFX system is behind the brand's latest digital media installation in Sao Paulo, Brazil.
October 20, 2009
Hugo Boss has used gesture control advertising supplied by Trinanda Media to install motion-responsive, interactive advertising signs in four São Paulo retail malls. The interactive gesture-control digital signs were used to promote the release of the perfume Hugo Element. Trinanda Media is GestureTek's strategic dealer in Brazil.
Daniel Edelmuth, CEO of Trinanda Media, said:
GestureTek's ScreenFX system was Trinanda's interactive technology of choice because the tracking interface is precise and robust. The system has consistently proven popular with retail clients and in-store consumers.
PHOTO GALLERY: Hugo Boss digital signage installation in Brazil
The ScreenFX system is good for use on retail screens and store windows because the camera is positioned behind the display, looking out at the surrounding environment. Using GestureTek's multipatented gesture-recognition software, the ScreenFX system reacts directly to the movement of people nearby and responds with changes to the interactive images and special effects.
Regiane Scursel, Trinanda's marketing manager, said:
The Hugo Boss display generated a tremendous amount of user interactivity, resulting in far greater retention of the Hugo Boss brand. Our client's response upon completion of the campaign was one of pure delight and satisfaction. We hope to work with Hugo Boss again.
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