Despite its status as an online only fashion retailer (without a physical store presence), our client’s objective was to engage a highly-influential audience with a ‘real world’ engaging experience that would enable tangible interaction between customers and brand.
Net-a-Porter’s objectives were to increase brand awareness within a group of highly connected fashion professionals and art personalities; to position Net-a-Porter as the definitive online ‘style authority’ and the brand as a technology-first fashion business.
Our solution was to create a gesture-controlled interactive game for the event - named ‘Style Challenge. We developed a set of user personas based on existing data and interviews with the Net-a-Porter event team. The Style Challenge game was developed using Microsoft Kinect technology. Event guests were logged in by a personal shopper and used motion controlled gestures to dress an interactive on-screen model. Players competed to create ‘winning looks’ – triggered when the system recognised the right combination of clothes – a look created by Net-a-Porter and Mr Porter stylists. When players unlocked a winning look, the game interface activated a video of the model congratulating the player, before Net-a-Porter’s team awarded spot prizes for the fashion-savvy winner.
We worked with Net-a-Porter to conceptualise a variety of options, settling on ‘Style Challenge’ as it provided the most visual and innovative way to engage guests with the Mr Porter and Net-a-Porter brands. We devised the idea and platform architecture and designed the user interface, interactions and messaging. Finally we built and delivered the system on location at the SLS Hotel in Miami’s South Beach.
At the one-off event, over 300 VIP guests played ‘Style Challenge’. We developed a companion iPad app enabling the client team to capture players’ data. The event and the game received widespread press attention across the US fashion and media press and throughout South America.