Launch of new Thierry Mugler perfume uses virtual digital signage display as promotional centrepiece to embody creative innovation of luxury brand
The luxury fragrance group of French health and beauty giant Clarins has commissioned the world’s first full-height Virtual Assistant from Tensator to create a visual centrepiece for its brand, Thierry Mugler.
The promotional concession display
created especially for Clarins Fragrance Group to mark the launch of Thierry Mugler’s ‘Alien Extraordinaire’ perfume in three flagship stores uses the Tensator Virtual Assistant digital signage system to create the illusion of a real person.
The goddess-like character attracts intrigued shoppers, with her shimmering dress and glowing outline, to create a mesmerising image that represents how the Alien fragrance can make customers feel.
Visiting House of Fraser in Manchester, Selfridges Trafford Centre and the Metro Centre in Newcastle, it is the first full-height projection example of the technology and creates an eye-catching display for shoppers.
Clarins Fragrance Group contacted Tensator after seeing the impact that other examples of the virtual
assistant technology created for a variety of different sectors – from transport hubs to retail activations.
Translating vision through technology
The company had a clear vision and invited Tensator to consult them on the possibilities. “It was a big technological challenge – most people in our sector may not have previously thought it possible,” reported Ajay Joshi, head of media and technology at Tensator.
“Creating a seamless projected stature, six-foot-high with arms outstretched, was very tricky. We had to work quickly and efficiently to overcome the physical constraints and to explore the various technical solutions available to best fit the requirements.”
Vicky Barrett, design and merchandising manager at Clarins Fragrance Group, added: “It was great to achieve our own 'virtual goddess' for the Alien Eau Extraordinaire fragrance launch.
“It is vital for our brand for us to be creative innovators and, as this was the first time a head-to-toe projection has been executed in retail design, I'm proud of the result we achieved.” commented.
The units have reportedly been creating significant instore interest in the fragrance, with shoppers keen to learn more from staff about the Alien perfume. It is expected that they will tour Thierry Mugler flagship locations.