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05.21.13

Kate Spade in-store experience

Digital Displays, Consumer

When Kate Spade set out to open retail stores for its new brand, Saturday, it wanted to create a destination for millennials who spend their life online. So it was decided to replace paper signage with iPads to support more dynamic and interactive product information, video and social integration for the hyper-connected customers.

In just eight weeks, Control Group, an innovation strategy, design and technology firm, built a digitally integrated retail environment for the launch of Saturday. The flexible iPad-based framework is designed to bring shopper online experiences into the store seamlessly—encouraging more social shopping, providing easy access to product information and ultimately increasing brand engagement. A custom-built CMS allows the central marketing department in New York to distribute consistent branded content globally, while allowing local employees to make nuanced changes based on real-time insights. It also enables Kate Spade to add stores, sensors, languages and media as the brand expands and evolves.

The combination of print-cost savings, local and real-time flexibility and global branding control add up to an industry-leading signage innovation. It also translates into a more rewarding relationship between Kate Spade Saturday and its customers.

Colin O’Donnell, creative director; Damian Gutierrez, strategist; Chas Mastin, product designer; Ubin Malla, information architect; Peng Chia, senior iOS developer.

controlgroup.com