Design Environmental Installations/Displays - TemporaryEntrant:
Starhub Online Music Store "Musical Fitting Room"
Credits Corporate Name of Client: Starhub Pte Ltd Client Account Director: Lydia Lee Agency Account Directors: Rowena Bhagchandani/Brenda Bey/ James Tan Agency: DDB Singapore, Singapore/Tribal DDB Singapore, Singapore Chief Creative Officer: Neil Johnson Executive Creative Directors: Joji Jacob/Jeff Cheong Creative Director: Thomas Yang Associate Creative Director: Khalid Osman Copywriters: Lester Lee/Mark Lim/ Selena Soh Art Directors: Khalid Osman/Elmy Thong
Basic description of the project: The youth define themselves by the type of music they listen to, and by the clothes they wear. Taking that insight, we combined music and fashion – two powerful forms of self-expression for the youth – with RFID technology to create a hyper personalised experience.
We created Musical Fitting Rooms. These fitting rooms suggest music tracks that best suit the style of clothing being tried on. The idea was implemented in retail stores with high youth traffic, introducing the youth to music that matched their styles. And a music store that is relevant to their lifestyle.