Retail/Innovation & Technology: Oki-ni, The Game

Cult menswear ateliers oki-ni have created a fully-shopable interactive film entitled ‘The Game’ which enables users to browse and shop the featured collection while the video is playing.

Set against a slick soundtrack, users are presented with a handsome array of men battling it out over a game of table-tennis in a two-minute film.   Through simple navigation customers can click on an actor at any point to instantly access their look, and can continue shopping the site or return to the film.

The moving editorial piece has been ‘tagged’ using pioneering video technology wireWAX, and brings together the synergetic talents of Ridley Scott’s production company Black Dog, director Anthony Crook, and long-time oki-ni stylist Glenn Kitson.

Initially a bespoke store and online shopping site started in  2001, oki-ni has always been forward thinking in its approach to high-end menswear retailing, mirroring the contemporary designers they stock.

As fashion brands seek new ways to extend their e-commerce presence, notably seen earlier this year with ASOS’s Facebook Store, social gaming and interactive video is something we expect to see a lot more of in the world of retail  – Samantha Fox.

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