Daffy’s is a fashion retailer from NYC. For their fall fashion launch, they created a street-level event that blended window shopping, a fashion show and an interactive peep show to create live interaction from hundreds of passers by for an entire day and night.
The idea was simple, get a bunch of great looking models ready to try on any items in the new fashion range, then ask the public at street level to text a special number for each model, asking them to try on and then take off a particular item.
Each message was projected onto the store window, allowing everyone in the huge crowd to follow the conversation, while the models themselves, each used a phone to interact with people on the street.
In total, more than 1,500 text messages were received just between 6:00 p.m. and 9:30 p.m. and the “Undressing Room” succeeded in drawing crowds, as the event was suspended twice during the night by New York City police officers because the overflow crowd was blocking pedestrian and vehicular traffic along one of Manhattan’s busiest corridors.