Author: Lucia Komljen, Strategist, BBH London
This week saw the launch of ASOS Urban Tour – a shoppable, cultural experience in the form of an interactive platform promoting ASOS A/W 2011 menswear collection. It invites the audience to watch some of the world’s most skilled urban musicians, dancers, designers and artist in action across the world and to explore what – and where – inspires their craft and their style. The centerpiece is a dynamic, shoppable video set in London which can be paused and explored at any point, presenting the user with more information on the dancers and enabling the purchase of their looks.
Overall, we hope Urban Tour is an example of what can be achieved when you push technology and design in an attempt to seamlessly combine entertainment and service for e-commerce brands. Furthermore, it’s another demonstration of just how powerful it can be when technology enables ambitious creativity throughout the customer journey.
Here’s the story behind the work so far, we’d love to hear what you think. (more…)