X LOOM PARKHURST Loom was a men’s multi-brand fashion store, which was situated along 4th Avenue in Parkhurst, Johannesburg. It opened in September 2011 and specialised in cult-status brands including Comme des Garcons, Sixpack France, A.P.C., Fred Perry, Staple, Odd Future, Denim Demon, Denham the Jeanmaker as well as limited edition footwear from Nike, Adidas Originals and Puma. Through intimate involvement in the fashion industry, co-owner Anthony Keyworth handpicked and painstakingly procured each of Loom’s brands. In addition, Anthony Keyworth was responsible for the interior design of the shop.

X LOOM + IKINEO To promote the launch of Loom’s e-commerce site, Loom collaborated with iKineo to create the world’s first immersive retail experience. Loom Parkhurst was transformed into a high-tech, digital-meets-physical retail space through the use of interactive shop window installations, where passersby could interact with products on display (using an iPhone or Android device) and purchase goods via the new online shop 24 hours a day – long after the shop had closed its doors for the day. LED screens offered in-store customers the opportunity to engage with the products they were browsing. Customers were encouraged to stand in front of the LED screens and scan any item equipped with RFID technology to discover product stories, plus content shared on social networks such Instagram or Twitter. The campaign delivered excellent results and achieved five Loerie Awards in 2013 (South Africa’s most prestigious advertising awards ceremony), plus four Bookmark Awards (South Africa’s digital innovation award ceremony).