Giving shoppers the paint brushes for their carrier bags

Bloomingdale’s ‘Art of 100%’ event translates their curated designer collections into a glossary of wearable and liveable art. They asked Candyspace to bring digital expressionism to the event, bridging the gap between artistry and interactivity. The stage was the New York store’s flagship window, on 59th St and Lexington Avenue.

Our idea was rooted in the iconic ‘Big Brown Bag’ as a canvas. We gave users the chance to connect their mobile phone to the digital screen in Bloomingdales window. This enabled shoppers to digitally ‘fire’ multi-coloured paint balls onto the on-screen bag, creating a unique artwork of their own. They could then snap a selfie with their creation in the background, or share their design by Email and Twitter. Before heading inside to check out the event, buy some of those artistic wearables and take them away in their printed bag design.

Users played every day throughout the two-week campaign, which coincided with snowstorm ‘Stella’. Our digital experience created additional sales uplift. And perfectly blended the physical and digital worlds, creating true affinity between Bloomingdale’s and their consumers.