WeSC: interactive storefront concept

Hyper Island, the Swedish digital media school, has developed an innovative window display concept that turns static mannequins into interactive video art works controlled by the viewer for WeSC the 'fashion brand for intellectual slackers'.

An infrared transmitter detects passers by, which then triggers highly fluid movements from a variety of models contained within a digital window display.

The activation is part of an ongoing partnership between the WeSC clothing brand and the educational body, which has seen the two entities work collaboratively on a number of products and advertising campaigns.

A previous campaign, ‘The Fashionably Loud Headphone Launch’ for WeSC in 2008 (also a partnership with Hyper Island students) saw the studio nominated for a number of awards and, more importantly for the brand, resulted in WeSC selling over 200.000 headphones.

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