Nestled in the high-fashion district of Shibuya, Tokyo, 109 Men's is a famous clothing department store and hopes to maintain that clout by introducing an exclusive new line of interactive, socially-connected hangers.
The 109 Men's hangers, conceived and developed by Team Lab, sync up with digital displays above the clothing rack and prompt videos to begin playing when the clothes are picked up by shoppers. The action of merely lifting a jacket to investigate it, for instance, might prompt the store's music, lighting and overall mood to change. Moreover, each time customers lift clothing from the low-lying racks, the TVs installed above provide a 20-second rundown on the item covering who it might appeal to, its aesthetic and what other products compliment it.
This is shopping for the future.