teamLabHanger is an interactive hanger. Items are linked via a sensor that is installed in the hanger and when a customer picks up the hanger coordinated images and videos, or an items concept, features, explanation of materials etc, additional information is displayed on monitors in the store.
teamLab has created and managed a number of fashion and e-commerce projects. In In the world of fashion e-commerce, rather than one stand alone photo, coordinated photos overwhelming increase sales. Even the space of the store can be coordinated visually and through adding information an item can be shown to be more appealing.
Considering the concept, “New Value in Behaviour”, when you take something into your hand, the subconscious movement is the result of an action of wanting to know more about the item. The teamLabHanger acts as an interface that provides additional information as a result of this action.
In order make the action of taking an item by the hand more enjoyable, displays can provide not only item information but additional information and sound.
In the information society added product value belongs more in the digital domain than in the item itself. The product exists in the same reality as we do and it is necessary to have an interface between us and the digital network domain.
※teamLab INTERACTIVE HANGER IS PATENT PENDING
Products become more attractive when they are coordinated with images, but in addition the stories behind the design, the knowledge of the materials, or information from a store employee can relayed to the customer instantly and easily. TeamlabHanger helps your products to appeal to the customer in their own unique and individual way.
Products are more appealing when different information is revealed naturally just from the simple act of picking the item up.
With teamLabHanger we can collect information on customer’s actions. For example, “Which items are picked up?”, and “How long do they spend with an item?” This information can then be analyzed by comparing to past purchases and data and sales. TeamlabHanger provides previously unavailable data. The act of “Pick up a hanger and return it”, is directly amassed as data that can be used to help predict customer choices and the next generation of fashion items.
It is advantageous to place as many products on display in a store as possible, but it becomes difficult to organize VMD (visual merchandising) attractively when we try to show the maximum number of items in a limited space. Up till now, mannequins have been the basic source of expression, but they take up valuable space and are static and limited in their use. With teamLabHanger the shop walls can be used to display images on monitors or using projectors, saving space, increasing the potential for expressive power and dramatically enhancing the shopping environment.
With new media we can create a new space for expression. Internet is the tool for the exchange of information, and it is possible to reconfigure real space by connecting to the internet. A new experience can be aimed at improving a brand image or to create impact with buzz marketing.. It is also possible to expand the Hanger experience by using sound or lighting.
There is a sensor embedded in the hanger that sends a signal to a computer to relate if the hanger has been picked up or not. The computer produces images on screens or through projectors placed in appropriate loactions throughout the store. Product images used with teamLabHanger can be displayed using projectors or monitors of any kind or size.
teamLabHanger functions as a switch that is activated by the action of “picking up a favorite product”. It is also acts as an interface that can link up to a network such as the internet.
New Value in Behavior
In Japan we have the art of the tea ceremony. Tea original came to Japan from China, but Japan developed its own original tea culture. On Wikipedia we read: “The Japanese tea ceremony consists of; boiling the water, making the tea, and behaving in the appropriate manner; or a variation of those basic patterns of tea ceremony behavior”*.
The manner in which the tea ceremony is performed, or the art of the performance, is considered a very important part of appreciating tea. In other cultures that also have a love of tea, such as China and the UK, the process of pouring the tea has been refined in order to increase the flavor and enjoyment of the tea, but in Japan, it is the performance, the behavior of drinking tea that increases the enjoyment. Furthermore, the behavior of drinking the tea is considered ‘good for the spirit’, and the purpose of making the tea and the act of making tea has become independent from its original purpose, spirituality is sought through action, and enjoyment is created through playing with the action.
Before Super Mario Brothers, the focus of games was to accomplish something. For instance to beat your opponent, score the most points, or reach a higher level. With Super Mario Brothers however, whilst the aim of the game was to control and guide Mario, the act of playing the game itself was so enjoyable that just moving Mario around was fun.
In Japan, when an action has a purpose, that action becomes independent from the purpose, we see spirituality in the action and we play and enjoy the action, and this has from ancient times to the present day been unconsciously handed down through generations.
From this phenomenon teamLab has developed the concept that; from an action or behavior with an aim, it is possible to find different and new value from the behavior. In addition, from a particular action or behavior, it is possible to use an interface to turn that action into something that brings new value or reward”. This concept we call “New Value in Behavior”, and with this one design concept it is possible to produce a variety of design applications.
*This is a translation of the Japanese Wikipedia page which is more suited to the purposes of this explanation than the English page which has a slightly different emphasis.