Change.Clothes for D&G

Domus Academy 2008 – Retail Therapy

Project Leader: Massimo Banzi

Collaborators: Su Hyun Lee, Ekene Ijeoma, Jonning Chng

Abstract

Change.Clothes is an installation for D&G’s stores where people can change the clothes of 3 visualised D&G models using clothing from the store.  By physically moving clothing items, it triggers the models to take off and put on the particular piece of clothing.  Change Clothes could be used for promoting D&G’s collections, and creates a point for consumers to interact with the installation, with other consumers, and also with D&G.  The images of models are displayed by projecting interactive video on semi-transparent surfaces.  The videos will be seen from both inside and outside the store; hence it could also be a form of window display.

Keywords

+  Experimentation

+  Freedom

+  Irony

+  Anti-conformism

+  Playfulness

Introduction

More than a style, D&G represents a lifestyle: a brand that speaks the language of youth, and enjoys experimenting with materials and forms in complete freedom.  D&G lives in a metropolitan world without geographic borders, from which it derives stimulation, inspiration, icons which is then transformed into collections brimming with style, irony and anti-conformism.

In most retail stores, mannequins are used as means to communicate the brand’s image.  They are usually fitted with the brand’s latest collection to show the progressiveness in their products.  Other than showcasing the latest outfits, body language of the mannequins on display paints a picture of the brand’s style and story.  The importance of body language is something which is consistent throughout fashion and lifestyle advertisements.

Mannequins tell consumer what to wear and how to wear the brands’ collection.  They portray different characters and personalities of a brand through different styles and poses but can also be used to communicate different things such as the consumer’s playfulness, togetherness, shareness and styleness in the store.

What if the consumer actions could change how the mannequins behave?  Wouldn’t this be ironic?

In the mid 1970s, the concept of using real models as mannequins was created.  These “Mannequin Models” would pose for up to an hour at a time in the windows of the store as “Living Mannequins”.  Below is an example of a “Living Mannequin”  in the window display:

D&G’s models can be used as “Living Mannequins”.  And they can change what they do and wear based on consumers actions.  Through these actions the consumers can gather and share their playfulness and style with D&G and other consumers.

Details

Change.Clothes is an installation for D&G’s stores where people can change the clothes of 3 D&G models using clothing from the store.  Change.Clothes could be used for promoting D&G’s collections.  The images of models are displayed by projecting video on semi-transparent surface.  Since we are proposing this setup to be located at the storefront, before the segmentation of the genders, the videos will be seen from both inside and outside the store.  This will become a secondary window display, hence creating curiosity in passers-by walking by the store.

Installation seen from outside the store.

Installation setup in the store.

The installation will have pieces of outfits from a collection available.  Customers are able to place pieces of clothing in front of a model and watch the model on screen put on the same piece of apparel.  When you remove or replace the piece of clothing, this will trigger the visualized model to take off the same clothing, and pass it to the next model that is standing in the next screen.  This on-going taking off and putting on process will generate random combinations of style.  Hence the consumers are exposed to a wide range of possible fits with D&G’s collection. With Change.Clothes consumers are able to mix and match clothing to have a rough visual feel, before physically trying them on.

Consumers will interact with the installation by taking selected items from the rack and placing them on the interactive table in front of the screens.

Basic setup of the installation.

Programming for this installation is done using Openframework software.  And each piece of clothing is tagged using RFID.  The system recognizes the items via the RFID tags, and through the Arduino board, will trigger the specific videos to play.  For the prototype installation, we worked with 3 models, 3 pieces of top, and 3 pieces of bottoms.  Based on that we worked out a total of 48 possible combinations.  And we filmed a total of 288 different videos to be triggered by the interactions.

The whole idea of the interaction is to make the videos seem seamless.  Hence the video shooting process was rather tedious as we had to make sure we had all the directions of passing covered for each piece of clothing.  Passing to the left, passing to the right and passing to the front.

Below is a simulation video of the visualised models interacting with the consumers.  As the consumer place an item on the installation, the model will pick up and put on that item.  Physically removing the item will trigger the model to remove the clothing and passing on to another model.

In Conclusion …

Change.Clothes is an installation that is ideal for a retail environment as it is engaging and it serves a function in allowing consumers to mix and match clothing with a ‘physical’ body to try on the pieces, before deciding to try it on themselves.  It also triggers social interaction when other consumers within the store come together to interact with the installation.  Consumers are able to share views and comment on outfits, hence confirming their decision in purchasing the goods.  Since the visualized model starts off wearing just undergarments, this further enhances D&G’s brand identity that is often associated with sexuality, thus injecting a little bit of playful fun in the whole experience.