HP
Spatial Experiments in Retail
Client
HP Middle East
Agency
Impact BBDO
Creative Direction
Taraka 'TK' Tennakoon
Collaborators
Rosemary Fernandes - Copywriter, Kusal Udhara - Designer
Smarter, stylised store experiences.
In a region where tech brands clamor for attention in crowded department stores, HP constantly sought a leg up on the competition by creating spaces and in-store experiences that where unique and inspired by the product itself.
Eschewing excessive ornamentation, we instead proposed a series of ‘experimences’ - a confluence of interactive experiment and retail experience.
Veering between art exhibit and interactive installation, each successive product launch campaign had an on-ground proposal that vibrantly brought the HP brand to life in a sea of brand clutter and noise.
Experiment #1
The Cloud-In-A-Box
​
With the HP Tango printer, we wanted to showcase the beauty and mechanics of cloud-based printing with an art installation cum product showcase. And we wanted to do this with a visual metaphor for cloud-based technology through illusions and several glass panes.
Each sheet was to be embellished with acrylic paint and when stacked one in front of the other, would have given the appearance of a floating cloud. Paired with Amazon Alexa, visitors where able to take selfies and print them in realtime.
Experiment #2
The Spectre Atelier
​
As a plaudit for the HP Spectre Folio’s bespoke leather craftsmanship & fluid engineering, we sought to create a retail installation that combines the sensibility of designer leather workshop and computer labratory.
To do this, we chose crafted design elements - shifting slabs of offset wood and black glass, framed with galvanized jet black steel and Tom Dixon spotlights - that served a storyline showcasing HP’s latest flagship.
Experiment #3
The Sprocket Bubble-Op
​
Inspired by Global's positioning the pocket-sized printer as the ultimate Christmas gift, a gift-wrapped stand was propsed. The frame would have white and blue dry ice bubbles slowly falling from the top's interior.
By creating a beautiful bubble-filled box, it stand out in the mall's surroundings. By creating the ultimate photo opp, our MCs where able to regale selfie-takers and passerbys with the features of the HP Sprocket.
