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Bloomingdale’s goes all out interactive with 2014 holiday windows

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US department store Bloomingdale’s has introduced a series of interactive windows tied to the theme of bows as part of its 2014 holiday campaign.

Gaming is the focus with passersby encouraged to connect to Bloomingdalesholiday.com via their mobile phones to participate in the action.

From there they can get involved in three different games directly in the windows. “Ready Set Bow,” reads the intro before offering up Memo-a-Bow, a card turning memory game; Whack-a-Bow, like a kind of Space Invaders; and Peek-a-Bow, where users have to keep their eye on the bow under the boxes as they move. Each can be played alone or with up to four players.

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Photograph-a-bow is then the name for an experience powered by FaceCake that allows users to take a #selfie on an interactive touch screen to share with their social following. The resulting shots can be accessed via a Facebook app, where you can see and Adore-a-Bow the Incred-i-Bow attempts of others (seriously this one is never ending).

Shoppers are also encouraged to share their special holiday messages and ‘Put a Bow on It’ using the hashtag #bloomiesgreetings via Twitter – each tweet then appears across the New York skyline in yet another window.

Last but not least is Charit-a-Bow, a window featuring a giant teddy bear made by Gund covered in hundreds of gold bows and holding a screen that encourages viewers to donate to the Child Mind Institute.

Retail innovation firm The Science Project, which was responsible for the Saks Fifth Avenue Yeti window project last year, was behind the initiative.

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Pics via WGSN.com

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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