OUTPUT

The fashion industry is an environment where remaining both aesthetically and conceptually cutting edge couldn't be more crucial. Whilst beautiful, inspired clothing and accessories will always be at the heart of any brand, the manner in which these garments are displayed and publicised is becoming increasingly inventive and memorable. Digital out-of-home (DOOH) technologies are steadily growing in popularity across the fashion spectrum, from haute couture to high-street retailers that are aiming to capture the attention of both the widest audiences and to fully engage with them.

London Fashion Week, September 2009, included a boldly experimental immersive DOOH installation for luxury clothing brand Aquascutum. The project featured an ethereal film created by London-based design and music specialists Silent Studios, inspired by the label's clothing. Deployed on a PufferSphere, the innovative digital signage orb designed by internally projected video sphere specialists Pufferfish, content appeared to slip mysteriously around electronic globes to striking effect.

DOOH campaigns are also being used to target audiences in non-retail-specific locations. This November, Vogue magazine launched a DOOH campaign across JCDecaux-owned advertising spaces in twelve UK rail stations to draw attention to its new iPad app. Screens showed a short advert, incorporating video content of the decade's top supermodels, as well as still images from acclaimed photographer Mario Testino.

Brands hoping to fully engage with their fans are continually turning to interactive applications, which are experiencing a surge in popularity. For its recent reopening, Chanel in SoHo, New York featured both a ten-foot-high LED video wall comprised of Barco tiles, and an unusual interactive electronic graffiti installation, which fashion fans could 'write' onto with special cans. The graffiti tags that were sprayed on the opening night were then recorded by the system and played for a number of days afterwards.

Meanwhile, as part of its 'Creative Windows' scheme, Benetton launched installations in Munich, Barcelona and Milan entitled 'Colours of Movement'. Large screens, which filled the shops' windows, captured any motion and played it back to passersby in altered hues, creating a giant rainbow-coloured mirror. Italian label Diesel produced a decidedly edgier campaign, which also harnessed human movement that was translated into eerie light shards on digital panels. Energy was also transformed into 'raw power' in a 'soul mirror', where consumers could growl back at themselves with a tiger's head replacing their own on the displays.

For those curious about the versatility of applications possible through electronic signage, it would be advisable to keep a close eye on the many uses of DOOH in the fashion world. From simple display systems to avant-garde installation projects, and a wide array of imaginative interactive applications, the fashion industry continues to deliver vivid and memorable results. The design-driven nature of the sector means that those using DOOH in fashion have immediately compelling content at their fingertips; however, those working in other industries should draw inspiration both from the types of hardware used and the fascinating manner in which content is presented.