NewswireToday - /newswire/ -
New York, NY, United States, 2012/01/26 - All 360º social and digital innovation for this high-profile campaign was created by New York company, Gin Lane, led by Emmett Shine and Dan Kenger, who were handpicked to launch a unique project from start to finish introducing the world to L.I.L.Y.
Emerging technology agency Gin Lane Media, led by Emmett Shine and Dan Kenger, is pushing the limits of interactivity and redefining 360-degree social and digital innovation. The company has been handpicked by big name, global clients such as Stella McCartney, AOL, Helmut Lang and adidas, helping these companies engage their audience further in the online and in-store space by creating immersive integrated digital campaigns.
Gin Lane has most recently constructed a digital online and experiential campaign for L.I.L.Y, the new fragrance from Stella McCartney, and the luxury brand’s first in almost a decade, to be launched on January 26 exclusively to Selfridges Department Store, Oxford Street. For the high-profile project, designed and produced by Gin Lane, the company is introducing: a mobile application  with user- generated photo content, a geo-targeted UK Facebook tab, an online giveaway, a contest to win Stella McCartney merchandise, and behind the scenes video content . There will be an augmented reality experience created with partner Aurasma, which blends the real-world with rich interactive content such as videos and animations called “auras.” To ensure shoppers without smartphones are able to utilize the app’s advantages, three iPads will be available in-store, also equipped with the Aurasma augmented reality experience.
Also presented in Selfridges are  two large 85” TV’s  in the windows, featuring HD videos that contain a top layer, gently removed to reveal the bottom layer video--all based on passerby movement and motion, creating a unique interactive art installation . Based on distance and motion along with the use of state-of-the-art gesture technology, users can control the interplay between the two videos from Oxford Street.
“Stella McCartney is one of the most progressive luxury fashion brands today in terms of materials, technology and brand communication. Selfridges is one of the premier department stores in the world and constantly raising the bar for avant-garde window displays. Naturally, we wanted to come up with a concept that was beautiful, progressive and utilized new technology in an interactive manner.” – Emmett Shine, President of Gin Lane.
Additionally, Gin Lane provided social strategy and content for Facebook, Twitter, Foursquare and Instagram for this project. Along with creating imagery for stellamccartney.com, their fragrance website, they are also integrating content onto the existing Stella McCartney iPad application. Gin Lane has made recommendations for blogger outreach and to promote the multifaceted perfume project, three dedicated newsletters will be distributed.
From start to finish, this company has put into effect ideas that will be landmarks in social media and digital aspects for the industry. The world is expected to take notice of the interactive installation specifically, since it is so innovative, diverse and elevated from comparable fashion brands and similar new product launches.
 Mobile app capabilities:
- Watch and interact with the campaign videos via a uniquely created touch-responsive “reveal” effect
- Fans are able to create their own L.I.L.Y collages using beautiful original imagery from the campaign videos. The multi-layered collages can be shared through Twitter, Facebook, email and are uniquely formatted for Instagram, enhancing the user experience
- In London, a user in the geographic area around Selfridges will be able to activate the interactive “tab” of the app
- Using Aurasma technology, the user will be able to use their smartphone at the L.I.L.Y interactive display in-store to activating an 3D video of either the behind-the-scenes video and/or a large animation of the L.I.L.Y bottle as an augmented reality experience.
More information on the Aurasma platform is available, including quotes.
 Shot by photographer Dan Tobin Smith (known for shooting the Jay-Z’s The Blueprint 3 album cover) using a Phantom HD camera; model Małgosia Bela
 “The World’s Best Department store” and the windows are considered the most prominent department store windows in the world
 Panasonic 1080p HD 85" Plasma Display, Model: TH-85PF12U, Specs/Dimensions: 74.4” x 41.8” (width x height)
 The video is powered by a Macbook Pro and is paired with two hacked Microsoft Kinects.