Shopping centre shoots interactive fashion video

StrandarcadeStrand Arcade in Sydney’s CBD has launched a digital campaign using an interactive fashion video that allows viewers to browse the latest collections of featured brands.

Each shot in the video highlights statement pieces from local designers such as Scanlan Theodore, Dion Lee, Jac+Jack , Bassike, Ginger & Smart and Manning Cartell.

Users are able to click on any outfit through-out the film to view the complete look. When their mouse rolls over on an outfit, a hotspot pops up (letting them know they can click), and upon clicking an overlay appears. The overlay breaks down the full outfit – clothing, footwear and accessories.

The video features musician Sloan Peterson, alongside alumni dancers from Australian Ballet School and Sydney Dance Company.

Speaking to Inside Retail, Melissa Prpic, group marketing manager- IPOH Group, which owns the Strand, said the bespoke digital experience was a natural progression for the centre and tapped into new outlets for creative expression through movement, music and film, with the video platform showcasing the latest collections from retailers in a new and innovative way.

“Having a purely digital campaign that ties in music, fashion and film – it has allowed us to engage a wider audience and therefore, potential shopper,” she said.

“The interactive element is relatively new in the Australian market, our expectation is that customers will be intrigued by innovative technology, inspired by the clothes and enjoy the music, creating a new and elevated customer experience.

Prpic said shooting a fashion video in an iconic, heritage-listed building was an exciting challenge.

“There is no better backdrop than The Strand Arcade,” she said.

“ We worked closely with an international technology company to create and execute the interactive elements so that the user could interact while watching. It was important we got this element just right so the experience feels like a natural extension of shopping in the Strand.”

Victor Gaspar, GM IPOH Group, said the natural evolution of fashion campaigns are that they are becoming increasingly digitally orientated.

“The new digital direction touches on all key creative values treasured by the Strand community and is a harmonious tribute to both the history and to the future of the Strand Arcade.”

Check out the campaign video below:

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