Jan 10, 2017 | By Lourdes Linares
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Made in Britain denim brand Huit Denim Co push the boundaries of consumer interaction with their new window “hack” installation at London denim boutique Rivet & Hide.
If you haven’t come across Hiut Denim Co, they are a small start up looking to bring jobs back to Britain by making raw jeans in a beautiful corner of Wales. Founders David and Claire Hieatt’s mission is to “do one thing well”, making the best jeans that time and skill allow. Based out of their small workshop in Cardigan Bay, the town that used to boast Britain’s biggest denim factory, the couple are slowly working towards rejuvenating the jobs in the town for the master craftspeople that worked in the old jeans factory before it closed. Their slow yet conscious business plan has already revived 12 jobs (of 400 target) and delivered 2 jean fits, a slim and straight in variety of standard denims and premium selvedges. And each and every pair is signed by the maker in the factory and features a unique History Tag with each and every pair to make them a true Internet of Things product. So you can upload pictures of where you go and what you do in them. So one day when those jeans end up in a second store, their stories will go with them too.
The story of Hiut Denim Co is somewhat special and everything about the company is unique, innovative and challenges convention, so it needed something that retained the essence of the brand to communicate the story in a retail environment. Launching today (September 26), in the specialist jeans store Rivet & Hide, and in collaboration with creative technology agency Knit, Huit have utilised the window space to create an installation, which allows 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 transducer 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 icons are painted onto the inside of the window using the conductive ink, with wires linking to the relevant parts of a pair of jeans. The jeans are fitted with “various Arduino microcontroller units to control the audio samples and triggers,” Huit say. The conductive ink is able to detect someone touching the window icon, which in turn triggers the circuit to play the relevant audio sample.
The installation opens today, Friday 26th September at 3pm and will run in the store window of Rivet & Hide, 5 Windmill St, London from September for 4 weeks. Opening times: Monday – Friday 1200 – 1900 – Saturday 1100 – 1800. Nearest tubes are Goodge Street & Tottenham Court Road
For more information about Hiut Denim Co visit the website www.hiutdenim.co.uk
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