Reebok Touch Table

When in the process of opening up the first dedicated Rebook shoe stores in the US, Reebok noticed something interesting in the purchasing patterns in the customers of their rival stores: If a customer touches the shoes, they are 50% more likely to try the shoe on. If they try the shoe on, they are 50% more likely to walk out of the store having purchased it. The question is, how do you get customers to touch the shoe?

Important to the concept was the idea that different shoes would have different UI's. The goal was to have the design of the shoe continue onto the surface of the screen.

The solution was in getting customers to pick the shoes off the wall display in order to have a haptic interaction with them. By installing RFID chips in the soles of these demo shoes, they would be read by a branded touch table installed in the store. Upon placing the shoe on the table, pertinent information regarding the shoe would display.

The problem was that Microsoft Surfaces were far too expensive to install in every planned Reebok store. Reebok wanted the functionality, but not the price.

The Isobar R&D department, known as the NowLab, had a partnership with the MIT Media Lab, giving us the ability to source tech at a much earlier stage than was previously possible.

Using the schmatics provided by one of the graduate students in the Affective Computing Group, the NowLab was able to an optical, multi-touch, interactive touch table running Processing/TUIO Lib and a special build of CV for optical recognition of objects placed on it.

Content on the screen included videos, images, iconography to compare and contrast the shoe with other Reebok lines, as well as small multi-touch games and experiences.

After three rounds of prototypes, these models were moved to professional production. Ulimately they were moved to in-store locations and even displayed at the Global Marketing Conference, where they became the only modular solution for multi-touch interactions that remained in-budget for Reebok.