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Louis Vuitton’s stores’ windows enhanced through multimedia

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We reported already on the trend in retail aiming at enriching stores windows with a touch of “experience”. This new enriched customer experience can take different forms which we could range from passive to active.

Let’s start with the example of a passive multimedia enriched experience. After our post on the magnificent window design by Vuitton in May, we found out that this design was aligned at the European levels. The windows we saw in Lisbon, Barcelona and Paris on the occasion of business trips were all the same.

This series of windows was recently changed as you can see from the pictures below.

Interestingly you’ll note that the new design is pretty much convergent in terms of style. It still resembles a window in the window and if you take a closer look at it you’ll notice that something is actually moving in there !


Look closely at the picture below and you’ll see that what’s inside the shirts-made frame is actually a flat screen. The customer becomes the spectator of a little movie. I must admit I’ve some difficulties grasping the link between the video and the brand. I guess this must be some kind of second-order subliminal message …

Interactive store window: Brussels Vuitton boutique (July 2012) from Into The Minds on Vimeo.


My take :

Even if the message is not 100% transparent to me, the key take-away of this post is that stores windows in 10 years will not look like the stores windows we knew 10 years ago. It’s still an evolving trend in retail management and consolidation will need to take place to offer some kind of comprehensive customer experience. Whether it will be passive, active or something else I can’t tell. But you can bet that grandma’s and grandpa’s stores windows will look terribly old-fashioned in 10 years. The wave of interactivity is just taking over and it’s a matter of time –and of economies of scale to make the technology affordable- to see this trend applied everywhere.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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