Global Launch for Triumph Essence with Helena Christensen

It was before 7am and freezing on the pavement outside Selfridges, London.

We were there for the unveiling of the Triumph ‘Fantasy Mirror‘ and global launch of Helena Christensen for The Luxury Collection. We hadn’t downloaded the mobile app beforehand so had to cross Oxford Street to Starbucks for free wifi and a hot coffee.

Then right on cue a musical box started to drown out the street cleaners and the lingerie models started to twirl slowly in the ‘lace forest’ store windows.

With their make-up and poses to look like mannequins, runners and cyclists wondered what we were looking at. If your builders went missing this morning, now you know where they went. It was a showstopper.

The windows are interactive so we pointed our smart phones at the Triumph logo and a 3D model appeared in the lingerie. The QR codes,  the lace and bird motifs also helped us discover our ‘fantasy journey’ up the escalators to 3rd Floor.

The Fantasy Mirror is curtained up with beautiful fabrics with midnight blues and golds. Inside the changing room at the end of the corridor is a full-sized screen with tiny cameras pointing at you and mapping your body shape. So you can try on the lingerie without removing your clothes. All the collection and colours are there and as you turn 180 degrees the avatar mirrors your actions and you can see how the lingerie looks on you.

It’s the first of its kind in the world and OgilvyAction London came up with the conceptual and digital development, creation and implementation of the idea and event, on behalf of their client Triumph.   It’s a magical experience.

Take a look here for more on the technology and here’s how it works:

Here’s a sneak peek backstage – long lashes and dark blues for the eyes as well as stencilled lace on the models’ faces, legs and arms.