Diesel promotes new fragrance via interactive retail experience at Westfield

Italian clothing company Diesel is promoting its latest male fragrance, Only the Brave Wild, via an interactive retail experience at Westfield London.

Following on from the brand’s recent ad campaign, creative production company Inition and brand engagement agency Electrify have produced a ‘Wild Scream Stream Booth’ in Westfield’s central atrium with a live feed to the Centre Spectacular digital display.

Shoppers will be invited to enter the booth where they will sit in front of a camera, transmitting a live feed of themselves in front of a digitally constructed, urban environment.

Participants will then be prompted to ‘unleash their inner animal’ – Diesels ad tagline – by shouting as loudly as possible. As the volume of the noise increases, the sound of the city in the background will give way to an urban jungle which will grow and transform as the volume increases.

They will then be able to watch as the video is livestreamed directly to the LED screen suspended above the atrium.

Speaking of the joint project, Inition producer, Ainsley Henn commented, “We’re delighted to be working on the OTB Wild launch with Electrify and Diesel, both of whom were keen to take an innovative approach, utilising immersive technology to create an engaging campaign at Westfield London. The Wild Scream Stream Booth really adds to a great year for Inition’s retail portfolio, having already delivered several paradigm-shifting projects within the sector this year.”

The resulting videos will be sent to participants and social sharing will be encouraged via the hashtag #WildScream.

Diesel’s Only the Brave Scream Stream Booth will be in Westfield London from 29 until 31 August.

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