UGG, the world-renowned Decker-owned footwear brand, wanted to create unique in-store video mapped installations to promote new product features including Treadlite and the brand’s monogramming service.
UGG partnered with the UK’s leading 3D projection and interactive experiences studio – Projection Artworks – to install permanent displays across 10 selected European UGG concept stores (UK, Germany, France and Netherlands). The installations are designed to stand out in the crowded retail space by showcasing the brand’s new boot – the Classic II – in a highly original and dynamic way. The installations bring to life the brand’s new ‘monogramming’ service where shoppers can have their initials embroidered onto their chosen boot. The projected content includes an animated embroidery sequence so that people can experience a virtual realisation of the monogramming process.
The boot stands out because it is immersed in seasonally-themed projected CG animations, like falling autumnal leaves or raindrops. To highlight the boot’s weather-proof qualities, the projected
content is animated and projection-mapped around the surface of the boot to create the illusion that the weather elements are interacting with the product.
This content has been designed so that it can be easily updated as the seasons change. For enhanced stand-out, the boot is additionally displayed in a bespoke ‘mirrorbox’ that creates a mesmerising infinity effect. The installations use Optoma’s ML750e LED projectors for their compact nature, longevity and brightness. Weighing just 380g, this ultra mobile HD Ready little projector with
700 LED brightness and WXGA resolution, incorporates a media player, native office viewer, built-in speaker and HDMI connectivity.
The campaign has been made possible using Projection Artwork’s proprietary retail display solution, DisplayMapper. As the world’s only 3D projection-mapping display solution for the retail sector, DisplayMapper removes the need for complex individual set-ups by centralising the projected content through one platform. DisplayMapper also gives UGG the ability to control and update the content remotely across multiple stores, whilst using native cameras to monitor each installation.
“Placing experiential media at the point of purchase allows us to create an immersive experience in our stores and a real talking point amongst shoppers. In doing so, we’re confident that dwell time will increase and hopefully in turn result in a positive impact on in-store sales.” Lisa Henderson, UGG’s DTC Marketing Manager, EMEA
“Thanks to UGG’s bold willingness to innovate with us, this project marks the next generation of in-store retail display. By creating dynamic and highly engaging installations, the boxes will grab attention from every corner of the store. The retail environment can be challenging for projection. But thanks to DisplayMapper – a very clever little box! – retailers are able to efficiently and cost effectively use 3D projection-mapping across a network of stores.” Nikolas Allison, Projection Artwork’s Retail Account Manager