Experience Harrods
As the world’s most famous department store and known for its unrivaled range of luxury products and myriad of departments, one of Harrods’ most renowned attributes is its unparalleled service and shopping experience. This goes beyond the shop floor to the creative service from the Harrods Media team. As part of the in-house creative production team, I collaboratively assisted clients in harnessing Harrods' dynamic media portfolio to drive brand visibility in store and ultimately retail sales. From in-store digital video and print screen networks, to the Harrods App, our mission was to always help brands push the boundaries with digital innovation for a more complete & enhanced retail campaign.
Software: Adobe After Effects CC + actionscript, Adobe Media Encoder CC, Illustrator
Role: Motion graphics designer, video editor and print production designer for visual merchandising installations, in-store digital and print media network, Harrods App
Responsibilities: Develop digital in-store creative assets that mirror the flipbook concept seen in visual merchandising window installations. Collaboratively develop digital media with the visual merchandising team and Art Director that creative showcase the variety of menswear outfit combinations.
Platforms: In-store digital media network, Harrods App, visual merchandising windows, print media network
Software: Adobe Illustrator, InDesign, Photoshop, After Effects, Media Encoder
Physical and Digital Experiences
An innovative digital creative concept was produced around the flipbook, with Samsung digital screens featuring mannequin’s outfits displaying the different ways customers can mix & match their wardrobe.
Complimentary to the Brompton Road window display, the 'All Change’ menswear campaign was promoted across the store’s digital media wall network, within the main Harrods Magazine and on the Harrods app.
One of many custom coded effects used for the digital displays seen in Harrods' visual merchandising windows along Brompton Road in Knightsbridge.
ActionScript + After Effects
As much as stock animation presets are superb, using actionscript within After Effects allowed for a greater degree of flexibility to alter the animation to our preference. The necessity to create tailored transitions was of high priority to mirror the creative direction of content seen on the Harrods App and on in-store digital media network.
A Collaborative Effort
With the collaborative work from my colleagues across social, creative, visual merchandising & marketing departments, my digital creative work assisted in collectively increasing sales by 41% for participating brands in the 2016 ‘All Change: Harrods Man Edit’ campaign. Seen on digital screens in the visual merchandising windows along Brompton Road in Knightsbridge, Harrods' retail digital screen network, Instagram and the Harrods App, consumers were provided with a unique digital perspective on how their fall look could be customized from brands such as Burberry Brit, Diesel, Hugo Boss, 7 For All Mankind, Michael Kors, Sandro, All Saints & Armani Jeans.
To mirror the flipbook showcased in the visual merchandising windows along Brompton Road, content was created for the digital media screens to showcase the various possible looks from participating brands.
Trends
From designing adverts for the digital video walls, to working on content seen along Brompton Road in Knightsbridge, luxury consumers want an immersive buying experience as opposed to simply picking up a product and going to the check out. This is particularly seen from the response from Asian and Chinese customers as when travelling overseas, they seek and deserve an extraordinary experience for a timeless memory.