Challenge
Showcase Dell Cinema technology in retail environments in a way that actively draws shoppers in, increases dwell time, and clearly communicates the product benefits. The experience required working both passively and interactively, guiding customers through enhanced color, sound, and streaming features, while transforming casual foot traffic into meaningful engagement. The system also had to visually impress from a distance and seamlessly transition into a more informative, hands-on exploration.

Solution
I partnered with colleagues at FITCH to create the on-screen Interactive Retail Experience for Dell—a dynamic, multi-chapter engagement that brings Dell Cinema technology to life. The experience launches in Attract Mode, where a wall-mounted or device camera tracks shopper movement to generate vibrant, reactive color washes that spark curiosity and draw people closer. Once a user touches the screen, Inform Mode activates, leading them through three chapters that explain and demonstrate Dell Cinema’s advantages in color, sound, and streaming performance. The result is an immersive retail tool that bridges intrigue and education, and was recognized with a WPPed Cream Award honoring top creative work across WPP agencies worldwide.

Video: © Dell and FITCH Photos: © Dell and Chris Griggs