Target Launches 3.1 Phillip Lim Collection With Interactive Installation

Mother NY Taps Influencers For Massive Cinemagraph

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Target and Mother are known for doing it up big when it comes to launches. Little Marina -- the life-sized, fashion-obsessed doll of 2011 -- is one example. So, to launch the 3.1 Phillip Lim fashion collab, the agency went massive, with a huge cinemagraph built out of multiple screens that spanned the length of a room. Created for a private shopping event and party in New York, the installation featured looks from the collection, with photos snapped in six cities around the country. The photos were of influencers and bloggers, such as Stacey McKenzie, judge on Canada's Next Top Model, model Lauren Foster, DJ Hannah Bronfman, and Chicago Bears kicker Robbie Gould.

The brief was to demonstrate that Lim's line went from day to night, so the Mother team took pictures of the influencers in different cities and different times of day. The photos were then stitched together. The cinemagraph features moving parts within the picture, such as balloons fluttering in the wind.

And of course, it's interactive. People tweeting at one of the influencers would see their tweets flash on a billboard within the installation, and even receive replies. Standing in front of a lamppost would yield people on the screen popping their heads out in unison, while playing with pinwheels stationed in front of the installation would cause birds to chirp.

The team has plans to take the installation digital so people can play with it online. The collection launches in Target stores Sept. 15.

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Sep 06, 2013
Mother New York
Peter Funch
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