John Lewis’ flagship stores in central London will be transformed into an interactive
cinematic experience where anyone who walks past can experience the beauty of
the latest Smart TVs for themselves.

This tactical piece of external retail activity will be supporting a wider campaign
that has just been launched by John Lewis to promote the retailer as the place to
experience the latest Smart TVs first under the campaign message ‘BEAUTIFUL–
On or Off’, which was created by the communications agency adam&eveDDB.

Experiential marketing agency TRO Group was hired to devise the creative for
this stunning piece of retailtainment the campaign which will run for a month from
April 12th. Shoppers and commuters near the Oxford Street and Sloane Square
stores will be entertained with an augmented reality experience that distorts reality
through live computer generated content into the real world via a video screen. This
augmented reality interface allows the user to control a number of content scenarios
that are played out across the TVs in the window and also through glass mounted
speakers to complete the Smart TV experience.

Michael Wyrley-Birch, MD at TRO said “This is a fantastic piece of work that brings
together TRO’s expertise in the retail space and cutting edge technology to deliver a
unique consumer experience in an unexpected environment.”

TRO Group worked with creative technology company Inition to design and build the
custom hardware to sense the customers on the street. Inition concepted, modelled,
animated and rendered the high res, photo realistic, AR visuals.

Image courtesy of TRO Group