Back in September you may remember we blogged about how Selfridges were trying out some high-tech ‘Whispering’ retail window displays to entice their customers. This week they’re at it again with an interactive Christmas window display that can be controlled by passers by, using social media site Twitter.
The festive display – which features a Narnian-style winter landscape complete with glittering frozen trees and fake snow – is a collaboration with mobile phone manufacturer Nokia, showcasing the launch of their latest Windows phone. The wintery trees are decorated with different types of Nokia handset – including the new Nokia Lumia – suspended from their branches with ribbons. The window display is fully interactive as visitors to the store can turn the lights on and off via Twitter – using the hashtag #switch to turn on different sets of lights within the display.
“Social media plays such an integral role in our customers lives that we felt it was essential to include an interactive element to the window design.”, explained Adam Johnson, head of consumer marketing for Nokia UK and Ireland.
“The turning on of the London Christmas lights is a huge celebration on Oxford Street and we wanted to give the public their own experience of turning on Nokia’s Christmas lights.”
Selfridges technology buyer, Richard Jones added: “Christmas for Selfridges is all about the unusual and the extraordinary, so the Nokia Lumia window not only looks beautiful, but the interactive element gets everyone involved and is a fun way to celebrate the festive season.”
The window display is at Selfridges on London’s Oxford Street, where the main Christmas lights (this year sponsored by British favourite Marmite) have just been switched on in the build up to the busiest shopping period of the year. Will this be the first in many Twitter-controlled retail displays? and what happens if everyone tweets at once? We’ll be watching this idea closely to see what happens next!