In an unusual move for a fashion retailer, Sydney’s iconic Strand Arcade has shot its Autumn/Winter 2018 campaign in the dark using thermal imaging technology to highlight the importance of ‘feel’ and not just looks when shopping for fashion.
Created by The Royals in partnership with Collider, the campaign breaks today with a 60-second film that focuses on the thrill of discovering pieces purely through touch.
Titled ‘Feel the Night’, the experimental film shows textile and fibre artist Tammy Kanat shopping in the beautiful Strand Arcade building after dark, with a thermal imaging camera picking up thermal energy to create visible footage of Kanat and the clothing.
Led only by the sense of touch and garment textures, Kanat intuitively selects pieces by Strand designers, including Dion Lee, Camilla & Marc, Aje and Manning Cartell, which are then curated into six wearable outfits by fashion stylist Emma Kalfus.
The TK1 camera unit used for the shoot is the only commercially available unit in Australia. The technology is more commonly used in military, law enforcement, firefighting, medical, and engineering applications.
The Royals creative partner Nick Cummins said: “Our aim in using thermal imaging was to highlight the insight that in winter, as we start to layer up against the cold, the feel of fabric, its weight and texture becomes more important.
“By taking away the sense of sight, we were able to focus on the feel and touch of garments, demonstrating the premium quality of the Strand’s Australian designers.”
Ipoh Group manager Victor Gasper said: “This season we have focused on the sensory experience of touch to help reiterate that the choices we make about the way we dress are influenced by the way we feel as much as the way we see things.
“Bringing to life designer details allows us to showcase the incredible craftsmanship and creativity on offer inside the Strand Arcade.”
The campaign, which follows last year’s interactive music video of artist Sloan Peterson’s single ‘105’, includes print, point-of-sale and social elements.
Brand: Strand Arcade
Marketing manager: Daniella Manuel
Agency: The Royals
Managing partner: Dan Beaumont
Creative partner: Nick Cummins
Senior art director: Pete Sherrah
Senior copywriter: Allie Steel
Graphic designer: Anthea Wright
Integrated producer: Rene Shalala
Senior account director: Priyanka Patel
Account manager: Michelle Kroger
Social media manager: Katie Morris
Production company: Collider
Music composition: Jonny Higgins
Thermal imaging technology: Grant Law