Ted Baker launched their AW11 range under the guise of Worn to Be Wild. Guided was briefed to complement that line with in store activity that would drive traffic to and engagement with their social media assets.

As always with Ted, Guided looked for a fun but fashionable solution – something inherently Ted, but that would democratise fashion, involve the shopper and excite the industry. It was important to build in relevant tech and push Ted further into the social media space – whilst building further relationships with key influencers from the fashion world.

Guided’s response was: It’s Rutting Season – pop in store, don a deer mask and strut your rut…

During October, a competition ran across Ted’s Glasgow, Manchester and London stores allowing customers to try on the collection and pose in a fantastical deer mask within a beautifully illustrated Richmond Park set. They were then ‘shot’ – using Instagram – by a top fashion blogger, with the photos uploaded to a Facebook app. The customer was then invited to impress their mates and get as many ‘Likes’ as possible. Ted was on the hunt for the most adorable Doe and dominant Stag (metaphorically speaking!) in each city – who each won a £500 shopping spree.

The Idea: 19 spheres come to life, as you become a supernatural conductor. Each ball becomes an orchestral instrument that increases in volume as it physically rises. You can create your own soundscape whilst the balls levitate and dance to the music.

This is currently controlled via the touch screen of an iPhone, however, it may soon be naturally controlled with your movement.

It’s proven to be hugely successful in engaging the public of all ages. A fun and engaging experience, that mixes digital technology with the physical world. There’s something intrinsically captivating about a levitating sphere and to have direct control over those spheres is a magical experience.

This revised version of the Floating Forecaster was most recently exhibited in Brighton Dome and filmed in the studio.

Music: Benny Goodman – Sing Sing Sing

poietic.co.uk/​ourwork/​floatingorchestra

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