Out and About PlayNetwork Victoria’s Secret London, UK


3 Keeping Secrets


Victoria’s Secret’s New Bond Street store gets an injection of in-store technology from PlayNetwork.


PlayNetwork has produced exciting media experiences for brands worldwide, and their latest project saw the team creating a unique customer experience for lingerie brand Victoria’s Secret. The brand’s new flagship store at New Bond Street in London has been kitted out with bespoke in­store technology, including 30 Sharp digital screens that make up one of the largest video walls of its kind in Europe. The screens can be controlled remotely from virtually any smart device, including iPad, iPhone and tablets. The store was designed with the


integration of multi­media at its heart. Store fitting and furnishing has been specially designed to enhance the digital experience, with the centre point of the store design being a mirrored hallway that reflects animation from an ultra­thin bezelled HD LCD video wall. Content for the wall is regularly updated to keep the store up to date, with live feeds of the latest fashion shows often streamed in the hope that every time customers visit the store they enjoy a new experience.


56 Throughout the project PlayNetwork


worked with the approach that nothing was impossible, which meant the team were able to find solutions for problems and future­proofing the store for new technology. The finished project is one that provides Victoria’s Secret with a shopping experience that will wow customers and ensure that, visit after visit, the store’s technology still feels fresh and exciting. Dharmendra Patel, Managing Director of PlayNetwork EMEA, said: “Working with Victoria’s Secret on a consultancy basis, and using the kind of technology normally reserved for military installations, we have given them the opportunity to paint a canvas with whatever content they choose and then integrate it with their various channels for a consistent customer experience. Brands like Victoria’s Secret understand that flagship stores are about creating a sense of theatre, excitement and exclusivity which complements their brand values.”


Contact


PlayNetwork T: +44 (0) 1622 663345 www.playnetwork.com


www.a1retailmagazine.com


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