Window shopping

WORDS Malibongwe Tyilo

Window shopping has gone high-tech with an interactive fashion window that went live at The Fringe Arts shop on Kloof Street in Gardens, Cape Town, this week.

The window, which allows shoppers and passersby to interact with merchandise without actually going into the store, is a collaboration between The Fringe Arts, Smith Jewellery and digital agency TouchFoundry. It cleverly uses Microsoft’s Kinect device, which reads human movement and translates it into gestures that the software can recognise without people actually touching the window or screen. This means shoppers can browse Smith Jewellery products while standing outside the shop.

Now before you start dismissing this as a gimmick, take into consideration that the window is on 24-hours a day, meaning that even when the shop is closed, potential customers can still browse the merchandise. It also gives Smith’s designer, Anna Raimondo, the opportunity to show off all the ranges that she has created, which she might not be able to house in one store at the same time. Gimmick? We think not. Innovative business idea? Yes.

Although not officially part of Cape Town’s Creative Week events, we’re excited about it’s timing, considering Creative Week kicks off on Saturday 14 September, and we would highly recommend you make the store one of your stops during the week, and of course way after. Besides Smith Jewellery, The Fringe Arts is filled with a variety of amazing gift ideas and innovative design pieces, which makes it one of our favourite Cape Town stops. However, they also have a Johannesburg branch now, in Lonehill Shopping Centre, as well as another at the V&A Waterfront in Cape Town.

The Fringe Arts, hello@thefringearts.co.za, www.thefringearts.co.za

Earlier this year, Loom Joburg also launched an interactive window display. Watch the video here.