I CARE WHAT YOU WEAR

SPECTACULAR USE OF DATA

As we write, a collaboration between Bad Star and the digital out-of-home specialists Voodooh is being showcased at the Cannes Lions Festival of Creativity.

The project in question – for the eyewear designers Kirk & Kirk – produces visuals according to data picked up by a video sensor.

Knowing your audience

A screen beckons passers-by towards it and then “talks” to them. As it does so, it makes the following assessments:

The person’s likely gender
The colours the person’s wearing
Whether or not the person’s wearing glasses

The screen then displays a model wearing eyewear matching the person standing in front of it. The Quvidi-developed technology selects one of ten colours from the Kirk & Kirk collection and a gender-matched optical frame or sunglasses.

Suits you, sir or madam

So, for example, a man with glasses who’s wearing a blue shirt will be presented with an image of a man wearing blue-framed glasses for men. And a woman without glasses who’s wearing a red top will see a woman in red sunglasses designed for women.

It’s an exciting example of how a formerly one-way exchange is now an interactive two-way experience.

These reactive experiences are more involving and more relevant. And may also yield some useful data, too.