The Conran Shop and Pinterest are collaborating to create an innovative, multi-faceted experience for consumers in celebration of London Design Festival, which will enable people to engage with the products they see in-store.
Blurring the boundaries between physical and digital worlds, the two brands are coming together for the first time with a one-of-kind installation at The Conran Shop’s flagship Chelsea store. The collaboration offers customers an interactive experience to discover new ideas to plan for and products to purchase.
Beginning with a window display, the installation presents customers with a pathway lined with 1,600 red-topped ceramic Pinterest pins. This will lead visitors into the store to discover The Conran Shop’s product range, which includes new special editions designed with the expertise of a selection of renowned brands, including Vitra, Knoll and Carl Hansen & Søn.
Customers will be able to interact with the installation through Pinterest pincodes, which will be featured on products throughout the store. Pinterest pincodes are custom codes customers can scan with the camera in the Pinterest app to discover ideas, products and other content on Pinterest from brands such as The Conran Shop. Throughout the store, the Pinterest pincodes will be placed on designated products, which will lead customers to various boards created on The Conran Shop’s Pinterest profile that share more inspiration about these products and designers.
Customers will also be able to use their smartphones to explore the products and activate unique digital experiences via integrated Near-Field Communication (NFC) technology. The NFC tags, by printed-electronics specialist, Thinfilm, are activated by tapping a smartphone on a featured product, which will automatically be added to a bespoke ‘Conran wishlist’ on the customer’s personal Pinterest board, presenting the opportunity to create, curate and share tailored mood boards while browsing the store.
The installation will be in place at The Conran Shop Chelsea, Michelin House, 81 Fulham Road, London SW3 6RD, from 1 September – 13 October 2018.