A Man’s World, Miami
Part of a magical evening honoring Hermès’s most important customers, this series of interactive mirror experiences played with guests’ sense of perception and illusion, delighting them with unexpected reflections.
In collaboration with our colleagues from SapientNitro, we devised three multimedia interactives for A Man’s World, Miami, a one-night-only, VIP event celebrating Hermès and its Spring Summer 2013 Men’s Ready-to-Wear collection. A feast for the eyes held in the Design District’s stunning Moore Building, the evening featured an array of conceptual installations showcasing the collection and commemorating the storied brand’s history.
Installed in a meticulously recreated gym locker room scene, digital screens disguised as mirrors provided a variety of surprising interactive moments. When guests approached the Silhouette Mirror, the screen captured their form in silhouette and revealed footage of a jumping horse, an homage to Hermès’s equestrian roots, within their shadow. By moving around in front of the screen, party-goers could expand the canvas to uncover more video content.
Taking a cue from carnival funhouses, the Kaleidoscope Mirror played with guests’ reflections by distorting and combining them with footage from a Spring Summer 2013 Ready-to-Wear runway show. This assemblage of images resulted in an “exquisite corpse” effect, with the layout of the overall piece resembling a pattern from the collection.
The Fogged Mirrors interactive leveraged RFID technology to create a singular experience for every guest. Three hidden screens were positioned between two mock shower stalls; rising steam and audio recordings of running water and people whistling completed the locker room feel. As guests approached, the mirrors read the unique RFID they received upon arrival at the event and greeted them with a personal message and a prompt encouraging them to respond. Urged to interact with the installation, guests wrote or drew their replies on the mirrors, their work revealing a blurry image of a showering man behind the fog.
To ensure that A Man’s World, Miami stuck with attendees long after they exited the Moore Building, RFID tags were used to capture each individual’s experience with the Fogged and Kaleidoscope Mirror interactives as well as a photo booth set up elsewhere at the party. After the event, guests received a personal e-mail with a link to a microsite created just for them; there they could access photos and animated GIFs of themselves taken over the course of the evening. This digital party favor served as a reminder of a wonderful night spent celebrating the spirit of the Hermès brand.