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Luxury Retail | June 12, 2021

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Rolls Royce at Harrods - Luxury Retail

JUSTSO creates interactive Rolls Royce pop-up at Harrods

Harrods unveiled a Rolls Royce pop-up space at the front of the store, created by retail design agency JUSTSO. The pop-up was designed to promote the car manufacturer’s latest range of soft-top convertibles called Dawn. Advertising agency DUKE approached JUSTSO to support with the retail campaign.

In keeping with the namesake of the new range, the idea incorporated the unveiling of the new model with an ‘artificial new dawn’ effect. Created by utilising Switchable Smart Film, the substrate was applied directly to the windows of Harrods and was operated with electrical currents, controlled by a dimmer switch. A countdown every three minutes queued the reveal of the car and built anticipation.

The real challenge was adding resistance to the electrical current to create a fading dawn effect, as Stuart Henry, managing director of JUSTSO, explains: ‘During the product research we put the susbstrate options through rigorous testing before we finally decided on the Switchable Smart Film. But, nothing quite as large as the piece that we used at Harrods. It wasn’t until the installation if we’d know it would pay off, as the fade effect had never been done before.’

The Rolls Royce exhibition included an interactive screen of the infamous symbol of Rolls Royce, the spirit of Ecstasy, which imitated the movement of the user. A consultation area was also created with a Nyetimber bar, complimented by Fendi furniture that provided space for the clientele.