The Isobar Touch Table was created in a truly revolutionary way. Turning the normally client/agency development platform on its head, Isobar's R&D NOWlab headed to Reebok's North American HQ to talk about their marketing problems. After speaking with the CMO we realized that they had a major sales potential that was currently untapped. Our research discovered that if a customer inside a shoe store touched a shoe on the wall shelves, they were 50% more likely to try it on their foot. If they tried the shoe on, they were 50% more likely to buy it. Our goal was to increase sales by 25% by encouraging a haptic interaction between the customer and Reebok's footwear. The proposed technology to do this: interactive touch tables. However, existing touch tables such as the Microsoft Surface was not only too expensive, they were too small. Our solution? Creating bespoke FTIR touch tables out of hacked items, based on a design from the MIT Media Lab who worked as our partner on this project. The solution was infinitely expandable, a fraction of the cost of Microsoft's table, and allowed for visual detection of the Reebok shoe allowing its design to "bleed" off onto the table. Our goal accomplished, consumers flocked to pick shoes off the wall and try them out on our prototype table, interacting with the shoes in a wholly unexpected way leading Reebok to pursue a production run of Touch Tables.
The Isobar touch table was a revolutionary interactive R&D project at the NOWLAB in the Boston office.
In conjunction with partners in the MIT Media Lab, the NOWLAB created a custom multi-touch surface computing environment by leveraging open source software, assembled hardware, and other various sensors.
Through continued iterations of several successive prototypes, Isobar was able to arrive at solution which rivaled Microsoft's competing, and overly expensive, PixelSense 1.0 technology at the time.
By allowing Reebok users to physically interact with tangible, off the shelf footwear products, we were able to engage customers in a unique, compelling, and fun way.
By leveraging audio, visual, and textual information on the touch screen with physical product manipulation, a new brand marketing experience "like never before" emerges.
Reebok would later be able to explore the option of a production run of touch tables for retail store deployment.