Perfect Fools Created Laserblast Twitter Installation for Replay

Perfect Fools Created Laserblast Twitter Installation for Replay

Creative studio Perfect Fools has created an in-store laser-guided Twitter experience for the launch of Replay's new Laserblast denim collection.

Visitors to Replay's flagship Milan store and after-party at design festival, the Salone del Mobile, were invited to tweet using #replaylaserblast. The tweets were projected in real-time onto wall-mounted jeans using laser projections.

Laserblast is an innovative new denim treatment that is chemical-free and more eco-friendly than sandblasting. The installation celebrated the new collection, both in-store and through social media.

"The Laserblast treatment is state-of-the-art and we wanted to create an installation that echoes this and drives people in-store, as well as interact online," said Bjorn Kummeneje, executive technical director, Perfect Fools. "It's a marriage of digital and physical."

The installation took place between April 17-22, with the concept being potentially rolled out to other stores across Europe.

Perfect Fools

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