Because lingerie is not a product people always wish to try on, shoppers are in constant ‘browse mode’ where they find it difficult to make decisions.
Triumph created an interactive retail environment to solve that problem for them within the lingerie department of Selfridges store. The ‘Triumph Essence Fantasy Mirror’, housed in a specially designed ‘Fantasy Booth’.
A video card invitation was sent out to consumers and on the day itself digital escalator panels in tube stations set the ‘Fantasy Forest’ scene, while window displays at Selfridge revealed the range on live models rotating slowly on music-box style plinths.

The windows also acted as a digital gateway to the Fantasy Mirror, with QR codes weaved into the lace design enabling shoppers to download the app to receive

exclusive content, see the collection that would be featured in the window the next day and book an appointment in the Fantasy Booth.

The Fantasy Booth enabled shoppers to experience the collection without removing any clothing and merged the offline and online worlds.

Around 125 consumers attended the launch event and a 50% uplift sales was achieved in the first week after campaign launched as well as more than 1,600 app downloads during launch period.


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