This week Japanese based fashion brand UNIQLO and Isobar Australia launched UMood, a world-first retail activation that helps consumers select from over 600 T-shirts by identifying their mood with neural technology at UNIQLO’s Pitt Street store in Sydney.

Customers take a seat in the UMood machine and watch a series of ten short videos and images, whilst the sensor tracks the customer’s brainwave reaction to that stimulus via a Neuro headset. The brainwave responses are analysed and an algorithm recommends T-shirts that fit their mood. The unit was developed by Isobar and Dentsu Science Jam a Dentsu Aegis Network company.

The activation was supported with a launch Video, an online version of the activation and an Instagram Adventure.

Konrad Spilva, CEO Isobar Group ANZ at Isobar said: “Customers demand choice but they can also find themselves overwhelmed by it.  We set about developing a fun and interesting way to assist them, by analysing their minds. UNIQLO is a fashion pioneer, UMOOD is a great demonstration of that.”

Tracy Lang, UNIQLO Australia’s marketing director said: “Clothing is one of our greatest forms of expression, and every day we express our mood through what we wear,” she said. “We’re excited to be the first retail brand in Australia to experiment with this kind of technology and enable a new shopping experience for our customers.”