The Box of Wang in St. Christopher's Place London counted down the launch of Alexander Wang's new designer sportswear line exclusive to H&M. The giant interactive glass cube was the idea of Circle Agency's creative team, who we worked with closely to develop the idea which captivated passers and got consumers engaging through social media.
We built a bespoke interactive lighting system that, interfaced with twitter. Passers by who tweeted, were rewarded with a glimpse of the collection which would be lit up briefly from behind one way glass.
The lighting system was controlled via Arduino which communicated with the lights using the X10 communication protocol.
Up to 2 people at one time, who were within 100m of the box were able to tweet and switch on the lights for 20 seconds.
The live twitter feed was displayed on a large format screen on one side of the installation, and manually curated to ensure that content remained on-topic and appropriate for audiences of all ages.
People from across the globe were able to engage with the platform and send in messages using the predefined hash tag #AWxHMReveal causing social media light up with speculation about the forthcoming launch.