• Squeeze Me Lightly Where Lovers Lie: Retail installation
    Squeeze Me Lightly Where Lovers Lie: Retail installation

A retail innovation centred around interactive fabrics that create music proved a big hit in Melbourne.

Pop-up store and fashion label, Where Lovers Lie, teamed up with sonic branding experts, the Amber Theatre, as part of Melbourne Music Week.

They then combined the mediums of music and fashion to create an interactive musical instrument controlled by smart textiles.

Store visitors were invited to squeeze the clothing on a mannequin, which then played music inside a computer that is connected to the fabric.

A spokesman from the Squeeze Me Lightly Where Lovers Lie initiative said it was designed to help change customers from passive browsers into active creators of new, exciting and memorable retail experiences.

“This heralds a new way of combining sonic branding, fashion and visual merchandising in a world of outdated and boring retail environments,” a spokesman said. “The experience takes visitors on a playful sensory adventure that increases brand awareness and builds powerful emotional connections with products, brands and retail environments and it's a whole lot of fun.”

Visitors quickly understood how it worked and formed impromptu jams before then showing newcomers what to do.

The installation, in Melbourne's GPO, Bourke Street, runs until Saturday.

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