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Tensator’s ‘virtual’ goddess dazzles U.K. shoppers


Bay Shore, N.Y. -- Clarins Fragrance Group has deployed a 6-ft.-high digital projection in three store locations in the United Kingdom to help celebrate the launch of designer’ Thierry Mugler’s new Alien Extraordinaire perfume. The projection, the “Virtual Assistant” from Tensator, features the image of the goddess character used across all launch-branding material.

The unit, currently on display in the House of Fraser, Manchester; Selfridges, Trafford Centre, Manchester, and Metro Centre in Newcastle, was created especially for Clarins Fragrance Group. It is the first full-height projection example of the Tensator technology.

With her shimmering dress and glowing outline, the virtual character creates a mesmerizing image that attracts shoppers. It is designed to represent how the Alien fragrance can make users feel; powerful, luminescent and sparkling, according to Clarins.

“Creating a seamless projected stature, 6 ft.-high with arms outstretched, was very tricky,” said Ajay Joshi, Tensator’s head of media and technology. “We had to work quickly and efficiently to overcome the physical constraints and to explore the various technical solutions available to best fit the requirements. We are very pleased with the result. The virtual goddess has an amazing presence and aligns to the vision we all shared when we started the journey.”

It is expected that the Tensator digital installation will tour Thierry Mugler flagship locations.

“It was great to achieve our own 'virtual goddess' for the Alien Eau Extraordinaire fragrance launch,” said Vicky Barret, design and merchandising manager at Clarins Fragrance Group. “It is vital for our brand, for us to be creative innovators and as this was the first time a head-to-toe projection has been executed in retail design, I'm proud of the result we achieved.”

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