Fiat

Digital fun for Fiat's 500 launch

Moving Brands created a bespoke interactive installation at Fiat’s first ever UK concept store, in response to a brief to engage, excite and inform customers.

Approach

The big-screen installation used nine 40’ LCD screens with 48 ceiling and wall mounted infra-red sensors that track customers movements around the store space. This tracking system enables the installation to create a real-time onscreen dialogue with customers, attracting and inviting them to engage with three interactive animated modules that reflect the cheeky personality of the Fiat 500 brand experience.

These interactive modules offer a balance between ‘playing’ and ‘learning’ experiences, across three themed applications. All of these applications are operated via gestural-interfacing, which means customers can control what appears onscreen simply with their movements and position relative to the screen.
Having developed the creative concept, design and implementation using the open source Processing platform, the Moving Brands team then built the network interface, and managed the testing (software and hardware), build and on-site installation.

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Results

The installation was visible to passers-by, luring people into the showroom to engage with the space and learn more about the newly launched Fiat 500. The screens supported various brand messages; when in screensaver mode, there was a buzz of cars careening about the screen and coming to rest around organically formed words, a subtle iteration of the brand’s key messages.

Another state communicated the journey of the Fiat brand through historical and present day images and messaging. Visitors could gesturally select the tiles that interested them, building up their own picture of the brand in real-time and in a stimulating, active way.

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