concept & vision
a truck travels around the US to launch a new clothing brand. The truck operates as a retail store while a parallel web presence builds up the DIM community. Customers can follow the traveling and be informed of its whereabouts
design & architecture
on location, the 53-foot long truck triples in size and opens up with the push of a button on both sides. The mechanism of the folding floor dictated the distribution of program, with clothing stacks, accessory drawers, fitting rooms and lounge seats pulling out of the central truck volume
program & use
the entire clothing display is reduced onto a thin layer of flat-screen monitors, creating a video infrastructure for the merchandise. Conventional mannequins are substituted by a variety of videos to present different clothing items in parallel vertical bands, for a very fluid and dynamic effect. Each band can be pulled open to retrieve the actual physical clothing and try them on. The fitting rooms collapse to the ceiling to provide valuable space when not in use. The accessory wall has one monitor per drawer, connected to a surveillance camera that ‘x-rays’ the drawer content displaying it on the outside. Customers see their hand as the pick up their selection
impact & significance
interactivity is a key aspect of the environment and experience. To follow this shop, be part of its community, engage and activate it. The technology of an expandable truck is played opt fully, and transformed visually through the technology of the interior experience
