News

Gucci rolls out DOOH for Milan Fashion Week

September 22, 2011

According to fibre2fashion.com, Gucci recently announced the launch of its Gucci Immersive Retail Experience initiative that will see interactive digital signage systems deployed progressively to Gucci's flagship stores around the world over the next two years.

The immersive display installation at the flagship includes almost 50 45-inch and 50-inch ClarityMatrix LCD video wall displays from Planar Systems, tiled throughout Gucci's newly-renovated Via Montenapoleone flagship store in Milan. These ultra-thin, energy efficient, near-seamless LCD displays, together with graphics engines from Hollywood technology design company OOOii create life-size interactive images, Gucci said.

"This multiyear Immersive Retail Experience initiative underlines our belief in the growing importance of creating highly impactful and sharable brand experiences across all of Gucci's platforms and touch points by taking advantage of rapid advances in digital technology," said Gucci President and CEO Patrizio di Marco in the announcement. "The all-round sensory experience that a customer will now feel when approaching and entering our Montenapoleone store will create an unprecedented level of engagement."

The Immersive Retail Experience initiative was set to go live for the first time in Gucci's flagship store on Sept. 21, the first day of Milan Fashion Week and the day when Gucci Creative Director Frida Giannini presents her Spring/Summer 2012 women's collection.

The OOOii Real Time servers that have been developed to drive all of the displays have been designed to be massively scalable to allow for immersive experiences throughout the store. The technologies that are being installed not only allow ultra-high resolution 4k and 5k imagery to be displayed across the numerous high-resolution Planar displays, but in a second phase will also give a customer the ability to interact with the content in intuitive ways.

Pause, rewind and search for specific content by making simple hand gestures in front of the displays. Then, if a customer likes a certain product they will be able to receive an image on their mobile device allowing them to consult with friends and later send a notification to their usual sales assistant in order for an item to be reserved.

Commenting on the creative content opportunities presented by the Immersive Retail Experience, Giannini said it "provides a wonderful new digital canvas upon which we can present incredibly rich and powerful content to inspire our customers."

For more on retail digital signage, visit our Retail research center.