The Brief

For the exclusive showcase of the Spectre laptop and Envy printer, Hewlett Packard (HP) challenged us to invigorate a single window-display in one of Singapore’s busiest digital malls. We aimed to increase the brand awareness of HP and promote its innovations through this unique window display. The products are equipped with intuitive backlights and sleek, midnight-black glass casings. These features, coupled with HP’s recurrent design philosophy, “too beautiful to hide”, sparked the conception of a dynamic, interactive window installation.

Describe how the promotion developed from concept to implementation

Appearing as an opaque glossy black glass window – a refreshing reboot to a shopfront, where a myriad of product offerings is usually expected; motion sensors detect shoppers as they draw closer, triggering spot lighting. Through strategic positioning of mirrors and lights, a stunning eyelike structure illuminates in full bloom to its onlookers, proudly displaying the products in their full glory from multiple facets. As shoppers move away, the apparition fades, awaiting to interact with the next passer-by.

Describe the success of the promotion with both client and consumer including some quantifiable results

The execution saw a spike in footfall, an unprecedented engagement and interaction with audiences. It continues to generate buzz to this day.

Explain why the method of promotion was most relevant to the product or service

We set out to create an evocative, attention-grabbing installation which would resonate with consumers. Taking inspiration from the sense of mystery and unexpectedness aroused by the product name, Spectre, the display echoes HP's belief in the importance of exceptional design which is too beautiful to hide. The utilization of black mirrors, coupled with angled lights creates the grandeur associated with diamond facets; shrouding the Spectre laptop and Envy printer in an air of natural beauty one can only imagine.