Case Study: United Arrows uses interactive mannequins to engage window shoppers

United Arrows, one of Tokyo's largest apparel stores, has created an interactive mannequin window display which mimics the movements of window shoppers, capturing the attention of media and consumers alike.

Consumers may enjoy window shopping, but like leafing through a fashion magazine, they seldom really stop and look closely.

TBWA Hakuhodo received a brief from its client United Arrows Green Label Relaxing to build an original shop window showcasing that would be irresistable to passersby. 


The agency has created two interactive mannequins that mimicked the movement of people standing in front of the shop window.

By using Microsoft's Kinect technology, 16 wires and a specially developed motor enable the marionette-like mannequins to copy the exact movements of any person in its sights.

Despite the creepiness factor, people lined up to enjoy the experience and challenge the mannequins with various poses. Couples can stand in front of the male and female mannequins at the same time to test their ‘motion chemistry’ and be scored based on how well they synchronise their movements. This score is translated into a special discount for the couple. 

The agency also created a fairy-tale style video showcasing the creative concept.


A normal shop window was transformed into a huge hit for the brand and the shop. The breakthrough ‘interactive mannequin shop window’ was covered in a wide range of Japanese news media. While TBWA Hakuhodo was unable to disclose figures due to client confidentiality, the agency confirmed that the initiative increased the number of shoppers visiting the store. 


Client: United Arrows green label relaxing
Title: Marionettebot 
Agency: TBWA Hakuhodo 
CD and planning: Kazoo Sato 
Art Director: Katsuhiro Shimizu
Interactive Planner and planning: Sachiko Oyamada 
Copy Writer and planning: Kanako Ishioroshi (Hakuhodo Inc.) 
Production/Producer: Taiyo Kikaku Web production 
Rhizomatiks Marionette creation: Shoichiro Matsuoka 
Hair & makeup artist: Noboru Tomisawa


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