Usually, it’s the attractive fashion models who get stared at on the walls of a Denim & Supply Ralph Lauren store. In a clever twist this fall, it’s the building itself that’s getting the runway treatment.
For its whimsical Art Wall Project, the clothing store’s New York City location has been transformed into a colorful canvas — the ultimate expression of Out of Home (OOH) advertising. Over the next few months, Denim & Supply will partner with innovative artists to put their creative stamp on the facade and showcase their work inside the store. In addition, a limited edition designer t-shirt inspired by the artist will be sold to benefit the nearby School of Visual Arts.
The first installation is by Hellbent, a Brooklyn spraypaint artist known for his dramatic use of color and his abstract graphics. In this Women’s Wear Daily story, you can see what the building looked like before its makeover.
Kicking off the celebration, Pongr is teaming up with Denim & Supply for The Art Wall Project Sweepstakes. Through November 28, customers who snap a photo of the outside of the store and send it to firstname.lastname@example.org will have a chance to win gift cards and various Art Wall-inspired t-shirts. (See Official Rules.)
Image Recognition Technology
Take a glance at some of the recent customer snapshots entered in the contest below. When a shopper emails or texts their mobile photo, Pongr computer vision “looks” inside and analyzes its components to determine if it is the correct building. Usually used to detect logos, advertising and product packaging, our image recognition technology can identify the building from close-up or far away, as long as the picture contains a representative sample of the pattern.
The system will also recognize the building from a variety of angles:
Not surprisingly, the Ralph Lauren store is attracting a lot of attention in its new costume. Some of the sweepstakes participants are even striking fashion poses of their own:
Direct Response Tools
When shoppers snap and send photos of the dressed-up New York store, they will instantly receive the following message on their phone:
Clicking on the link opens up a one-click Facebook/Twitter sharing window that allows people to tell their friends about the contest. Additionally, Ralph Lauren uses the opportunity to encourage customers to learn more about the guest artist:
For incorrect entries — either unrecognizable photos or pictures not including the building — shoppers receive a “Try Again” message:
Denim & Supply fans in other cities can still participate in the contest without traveling to New York. Sending in photos of the building from The Art Wall Project website is also an acceptable form of entry.
Call to Action
The store is actively promoting its photo contest on its Facebook page:
(Learn how Pongr computer vision and direct response tools can help brands and agencies monetize customer photos within social networks: Check out the Pongr Partner Program.)