Client

Kering Eyewear & Chloé

Agency

Dalziel & Pow

Release date

2021

Location

Worldwide

What I did

Creative and Technical Direction

In 2021, I had the privilege of leading a unique and innovative project for Chloé for the launch of their new sunglasses collection that references the brand’s “See with Optimism” campaign vision. This interactive in-store experience aimed to establish a greater emotional engagement in various locations around the world.

Each model of sunglasses in this new collection represents a Chloé woman and we've partnered with the artist Cecilia Carlstedt to visually represent them in her own unique style, using painted brush strokes and inspiring colour palettes. From there, we created animated versions, adding soft movements to each face. This content was then displayed on an LED screen placed behind a see-through mirror, creating an element of surprise. Each pair of sunglasses was resting on a RFID enabled plinth, to detect when visitors interacted with them. When they did and decided to wear the sunglasses, the animated face turned into their very own while following their head movement. We've achieved this by teaming up with Variable.io and using their in-house creative coding tool called Node. The installation was then rolled out to Shanghai, Dubai and Paris.

This project was a perfect illustration of what I love about working at the intersection of art, design and technology. It was not just about creating a unique ephemeral retail experience, but also allowing everyone to create an emotional and memorable connection with Chloé.

Some numbers

4

Worldwide locations

500+

Experience visitors globally

Credits

Project, photography and video — Dalziel & Pow

Coding — variable.io

Illustration — Cecilia Carlstedt