Triumph lingerie is a well established brand (126 years old) with a rich heritage in classic underwear. Triumph worked closely with supermodel Helen Christensen (a brand ambassador) to design a new premium collection of lingerie called ‘Triumph Essence, The Luxury Collection’.

We created a ground breaking interactive retail experience from outside to within the lingerie department of the world famous Selfridges, London store. The augmented reality ‘Triumph Essence Fantasy Mirror’, housed in a specially designed ‘Fantasy Booth’, enabled shoppers to ‘try on’ the collection without removing a single item of clothing and merged their real and digital worlds seamlessly together.

A video card invitation to the launch was sent out to global and local press. AR banners on cosmopolitan.co.uk, Selfridges.com and uk.triumph.com enticed shoppers to become excited by and engage in the experience. On launch day, digital escalator panels in tube stations set the ‘Fantasy Forest’ scene. This fantasy came to life in beautiful window displays revealing the range on live models rotating slowly on music-box style plinths.

The windows also acted as a digital gateway to the Fantasy Mirror: QR codes weaved into the lace design enabled shoppers to download the app to receive exclusive content, see the collection that would be featured in the window the next day through AR, book an appointment in the Fantasy Booth and purchase on the go.

In the lingerie department, the impressive Fantasy Booth enabled shoppers to experience the collection without removing any clothing and merged their real and digital worlds seamlessly.

Sales:

+92% uplift in first week after campaign launched.

+50% uplift through the life of the campaign (the campaign ran through to the end of April).

PR:

Massive PR coverage and social buzz during the month of the activity at Selfridges. Over £300,000 in earned (press) coverage received.

Impact on the business:

Major retailers in Europe and as far afield as Australia are now stocking Triumph Essence and have requested similar event experiences as a direct result of the Selfridges launch.

Over 1600 app downloads during launch period.