Tommy Hilfiger, SP22 Interactive Photo Podium
At OMM Agency, we partnered with Tommy Hilfiger to design an interactive photo podium, driving engagement and data capture across 31 European stores.
Services
Creative Direction
Strategy
UX/UI
Understanding the brief
Future-proofing podium activations
Tommy Hilfiger asked us to create a modular activation they could refresh season after season without costly refits. I responded with a plug‑and‑play podium system. Engineered to swap graphics, incentives and user flows in minutes, keeping the experience fresh while protecting the investment.
The Challenge
Boosting Tommy Hilfiger Club Membership
Increasing Tommy Hilfiger Club membership posed unique challenges. While the photo podium offered an innovative, interactive experience, convincing customers to join required addressing privacy concerns, communicating clear membership value, and striking a balance between exclusivity and inclusivity. The goal was to create a vibrant community that encourages participation and deepens the Tommy Hilfiger brand experience.
The Insight
Incentivising Through Exclusive Experiences and Content
Research showed that Tommy Hilfiger’s audience is drawn to community-led, interactive experiences. I designed the photo podium to tap into this by encouraging self-expression, social sharing and a sense of belonging. By combining visual engagement with personalised rewards, the activation turned brand interaction into sign-up momentum.
User Journey
Workshops with Tommy Hilfiger team to determine user journey.
I hosted rapid‑fire workshops with retail ops, CRM and visual‑merch teams to sketch the ideal user path — from queuing to sharing on social. The outcome was a storyboarded journey and click‑through prototype that aligned stakeholders and sped up approvals.
The insight
Adding Value for Tommy's younger audience.
I paired Hilfiger’s bold colour blocking with an intuitive touchscreen UI. Shoppers could choose branded overlays, snap photos, and auto‑share to Instagram with a Club sign‑up embedded in the final step. NFC and QR options ensured a seamless hand‑off to mobile for data entry, reducing queue times on busy Saturdays.
