Welsh made denim brand, Hiut Denim Co, overtook a shop window on Friday 26th September at 3pm with an amazing installation. The display will run in the store window of Rivet & Hide, 5 Windmill St, London from September for 4 weeks.
The brand used Bare Conductive Paint to turn the display into an interface for the story of Hiut Denim, allowing potential customers to hear the story of the brand and the product details as they interact with different parts of the product by touching the relevant icons on the outside of the window.
As customers walk past the store, a sensor detects their proximity and a random audio sample using speakers on the window encourages them to find out about the story about Hiut Jeans. For example, “Our town is making jeans again. Touch the window to find out more.”
The stylish icons which represent different parts of the brand story are painted onto the inside of the window using conductive ink, with wires on the inside of the window linking to the relevant parts of the product. Inside the pair of jeans includes various Arduino microcontroller units to control the audio samples and triggers.
The conductive ink is able to detect the change in the capacitance as the person touches the window icon, which in turn triggers the circuit to play the relevant audio sample. As well as audio, light bulbs are also triggered to switch on to create visual impact.
“Our aim is to get the town making jeans again. Sentiment won’t get the town making jeans again. We will have to have ideas. Try things that haven’t been done before. We have to stand out from the crowd. Or die. So when Nick approached us about the conductive ink, we said yes. It’s a great idea. And it helps put us on the denim map.” said David, of Hiut Denim Co.
You can watch the video above to get an idea of how cool it is and don’t forget to stop by and check it out if you are in the area!
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