Concept Designs has partnered with long-time client, Brooks Sports, on a new tech display that introduces its DNA technology.
DNA technology is unique in its ability to instantly adapt to a runner’s size and stride. But it happens inside the shoe’s sole and can’t be seen. So Brooks sought a way to illustrate and demonstrate the technology to runners.
They turned to long-time creative partner, Palo Alto, CA-based Concept Designs to create a tech demo that would tell the DNA story. Concept Designs created a wall display that included an actual DNA sample that customers could feel. The display also accommodates an interchangeable graphic that details how the technology works and its benefits to the runner.
A powdercoated steel frame forms the structural heart of the display. The DNA sample is sandwiched between the frame and an acrylic tab which extends out from the frame. An oval cutout in the acrylic allows the central part of the sample to protrude slightly and invites customer interaction. An interchangeable printed graphic is inserted behind the steel face and is held by the rest of the acrylic component, which extends behind the face. The Brooks logo is silkscreened along the top of the frame.
The display can mount to slat wall, grid wall, or slat grid. The interchangeable graphic invites international use as each country can easily insert its own graphic card.
An initial order of 600 pieces was placed in the Spring of 2011. The displays were distributed both domestically and internationally.
Brooks retailers and distributors welcomed the new display as an additional “silent salesperson”. Peter Mannos, Brooks’ Director of Retail Marketing said, “By encouraging customers to feel the DNA technology for themselves and learn about its advantages, this display provides both interactivity and information. A great combination!”
