I discovered this video when writing a story about the future of shopping this week, and thought it worth resurfacing.
It’s a simple premise: the shopper removes items from the rail and as they do so they activate content on nearby video screens. It’s not the garment that holds the sensors, but the hanger it is hung on – recognising unique details, from the fabric it is made of, to shots of models wearing it.
It was a concept from a company called teamLab in Tokyo – featured as part of an exhibition called We Are the Future, and then later in retail store Vanquish around 2010-2012.
But it’s also one you can imagine working very effectively in a luxury store today, in part similar to the connected fitting rooms we’ve seen at the likes of Burberry with RFID tagged garments, or reportedly in pilot from Microsoft and Accenture with Kohl’s. But it’s also reminiscent of the Mother’s Day campaign run by C&A Brazil two years ago, which saw hangers embedded with real-time counters for Facebook Likes.
There’s a lot to be said for the humble hanger it would seem…