Dalziel & Pow creates 'pockets of play' for Portuguese retailer Zippy

Dalziel & Pow  has produced three bespoke interactive installations for Portuguese kidswear retailer Zippy that combine digital and analogue elements to entertain young visitors.

Associate design director for digital, Ross Phillips, described the installations as tactile and surprising 'pockets of play’. “They encourage customers to interact physically with the store and experience a tangible result from their actions,” he said. “It reflects our wider thinking on in-store digital: accessible, intuitive and richly immersive."

An interactive Sound Poster features a cast of bespoke characters screen-printed onto a wooden panel in conductive ink, producing an array of different sound effects when customers touch the graphics.

“The use of timber and ink offers a more welcoming, warmer aesthetic than typical touchscreens,” explained Phillips. “The technology is discreet and unexpected.”

A machine at the cash register prints out a ‘fun’ receipt from a giant cartoon mouth with each purchase, so kids feel included in the checkout phase. The receipt includes characters to colour in, mazes and other games.

A Light Up Rocket connects a large LED rocket on the wall to a launch button mixed in within the products. When pressed, it ‘launches’ the Rocket by triggering lights and audio.

“Although originally briefed to work with existing Zippy illustrations, as the store design evolved we felt something more expressive and distinctive was needed,” said Phillips. “We designed a cast of bespoke cartoon characters, each with its own personality and name. These proved so popular with the client that they’ve now been used across online and in-store animations, environmental graphics and Zippy merchandise.”

“Our graphics, interiors and digital departments worked closely together to develop the whole store environment in Setúbal, Lisbon. The concept is now being rolled out across Zippy’s retail estate.”

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