B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • AFL
  • Federal Election
  • WPP
  • Thinkerbell
  • Anthony Albanese
  • NRL
  • State of Origin
  • AI
  • Cannes Lions
  • Spotlight on Sponsors
  • B&T Women in Media
  • EssenceMediaCom
  • Channel 10
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: The Royals Uses Thermal Imaging Technology To Go Shopping In The Dark At The Strand Arcade
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > The Royals Uses Thermal Imaging Technology To Go Shopping In The Dark At The Strand Arcade
AdvertisingCampaigns

The Royals Uses Thermal Imaging Technology To Go Shopping In The Dark At The Strand Arcade

Andrea Sophocleous
Published on: 23rd March 2018 at 9:16 AM
Andrea Sophocleous
Share
3 Min Read
SHARE

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.

CREDITS

Client: Ipoh

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

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: collider, the royals
Share
By Andrea Sophocleous
Follow:
Andrea Sophocleous is a journalist by training who has turned her skills to brand storytelling. She has a passion for stories well told, across all platforms and at all times. A social creature by nature, she makes a natural PR practitioner – and has the contacts list to prove it. As a journalist, Andrea specialises in covering the media, marketing and advertising industries; business, finance and property; and has also written extensively on technology, health and lifestyle. At a glance: • Sixteen years’ experience as a journalist, sub-editor, editor (print and online), PR consultant and communications specialist. • Specialise in covering the media, marketing and advertising industries, creativity, business, finance, property and lifestyle. • Experience in ghost writing opinion pieces and blogs. • Commissioned by businesses to create content for marketing material, content marketing initiatives, websites, annual reports, awards submissions and case studies. • Extensive experience in running an editorial team, staff management, budgeting, briefing journalists and photographers.

Latest News

Australia Nabs Silver Marketing, Bronze Digital Young Lions Trophies
20/06/2025
Glimpse Inside the Cannes Jury Room  
20/06/2025
Destination NSW Partners With CommBank To Unlock Visitor Economy Insights
20/06/2025
Infinite Dial Australia 2025: Half Of Australians Choose To Consume Podcasts Monthly
20/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?