The NYC-based technology and design firm Control Group today unveiled its work with the newly launched Kate Spade Saturday brand. The concept highlights the social side of shopping by "bringing the online experience into the retail stores," the announcement said.
The brand's recently opened flagship store in Tokyo is the first to roll out the experience, with other locations both in Japan and the U.S. expected to open throughout the year.
Control Group worked with Kate Spade Saturday to create a re-imagined retail environment that provides a more engaging and fluid experience for customers, the announcement said. Apple iPads will be strategically positioned throughout the shop, featuring content such as marketing messages, style suggestions and video, and user-generated images to encourage engagement with the brand and its products.
Control Group designed the iPad experience on a custom-built remote management platform, with a flexible framework built to accommodate additional devices, stores, countries, languages and media as the brand expands.
"What we've done with Kate Spade Saturday is less about point-of-sale marketing and digital signage and more about brand immersion in a new era of retail," said Colin O'Donnell, partner at Control Group. "The new shopping experience is designed to increase dwell time, encourage more social shopping, and provide easy access to product information. This will translate into a more rewarding relationship between Kate Spade and their customers."
Read more about in-store media.