Over the past 10 years, we’ve seen leading global brands embrace interactive and digital technologies in various ways—from simple website and mobile innovations in e-commerce to reimagining guest experiences. Blending these new elements within a brand’s ecosystem can present challenges, both in enhancing brand value in a meaningful way and injecting it with intentional substance that engages audiences.
Burberry is making huge strides in this arena. While most fashion houses have brought the beauty and detail of their work into the digital realm, Burberry is merging digital and physical experiences together as one. Imagine scanning an embedded tag on one of their iconic trench coats with your mobile device to unleash interactive content. Within seconds, the coat’s design process and intricate detailing unfold before your eyes. For Burberry’s upcoming autumn/winter 2013 collection, the 150-year-old fashion brand is doing just that. Exclusive technology in their new coats and bags unlocks immersive video footage, retracing the product’s journey and celebrating its expert craftsmanship.
The innovation doesn’t stop there. Burberry boutiques will feature an interactive mirror where visual content comes alive right before your eyes. This includes your name being etched across an item’s signature gold tag. It’s all a part of the new Made To Order campaign with Smart Personalization. Because we’re talking about luxury here, what if you happen to be sitting front row at their latest collection? That experience has not gone unnoticed. Now you can order items directly from your mobile device the very minute they hit the runway. Somewhere, Anna Wintour raises an eyebrow.
In today’s market, brands are tasked with creating new avenues to capture customer attention. These experiences are crucial for uncovering what makes a brand unique in order to compel audiences. It seems that Burberry is solidifying itself not only as a maker of exquisitely made goods but also as a brand that harnesses equally exciting and unexpected experiences for its customers. The underlying beauty in all of this is that Burberry’s rich history and core brand values have been there all along. Tapping into emerging technologies and user trends is giving this British luxury fashion house a leading edge. Instead of their heritage becoming distant and lost through traditional channels of advertising and marketing, their bold patterns and collections are being delivered richer than ever before. Now that I’ve discovered Burberry’s brand in a more meaningful way, do I crave one of their signature handmade trench coats? Without a doubt.
Catch a glimpse of Burberry’s new Smart Personalization.
Suit Supply’s Spring/Summer ‘13 collection has landed.
Beautiful type by Pedro Javier Arbelaez.
Yesterday, Facebook announced an exciting new redesign with updated features that undoubtedly help solidify the social giant not only as an innovator of information and content curation but also as a leader in understanding user context and evolving sentiment. After catching up on the latest rollout, I noticed several interesting points that interactive designers and thought leaders will be talking about.
Three key takeaways from the new Facebook:
The Influence of Mobile. The News Feed redesign is ultimately framed around one major influence: the existing mobile interface. The new Facebook is about a consistent experience across mobile, tablet and desktop. The reality of mobile’s growing importance can be ignored no longer. This new shift of mobile’s weight shows how features and interface nuances that are specific to your phone are influencing the desktop space. Or better yet, the conversation is evolving into a greater understanding of fluid design where device context no longer matters.
Simplicity Rules. A result of the mobile layout taking over is a less cluttered space, where images and exciting content become larger. And isn’t that the point? Now the News Feed becomes more memorable and intentional. The utility of what Facebook actually is takes a backseat and makes interacting more enjoyable for the user.
Amplified Customization. Your News Feed is the ever-changing content king on Facebook. While you’ve always had control over what appears and what doesn’t, an interesting shift has occurred. Your current feed is a jumble of friend photos, status updates, celebrity videos and news headlines. It can feel overwhelming at times. The refresh now utilizes tabs like “Photos”, “Following” and “Music” to quickly alter your experience and keep you right at the forefront of updates as they happen.
You can learn more about the thinking behind the Facebook News Feed redesign here
Gwen for Vogue January 2013, by Annie Leibovitz.
TOP 12 TRACKS OF 2012
1. PAPER ROUTE - Letting You Let Go
2. FOXES - Youth
3. MARINA AND THE DIAMONDS - How to be a Heartbreaker
4. ANBERLIN - Innocent
5. PURITY RING - Fineshrine
6. METRIC - Breathing Underwater
7. JESSIE WARE - Wildest Moments
8. THOMAS AZIER - Angelene
9. HAIM - Forever
10. LANA DEL REY - American
11. KATY PERRY - Wide Awake
12. AZEALIA BANKS - Van Vogue