Stella McCartney has partnered with Sony Bravia again, adding the brand’s professional displays in 11 of its international retail stores, as well as digitising its store fronts.
The move follows a Paris Fashion Week link-up between the luxury fashion label and the tech giant with Sony’s professional displays used to showcase McCartney’s Winter collection.
The displays come with Deep Black Non-Glare coating tech and can deliver “incredible picture quality whilst mitigating reflections in even the most challenging lighting conditions like a bright, colourful retail store front”.
Importantly, Stella McCartney — which also worked with digital integrator Trison UK on the project — said that Sony shared the brand’s “values in sustainability and innovation”.
That’s an encouraging development and suggests that making stores more eco-friendly isn’t just about using things like recycled wood. It can also facilitate the use of advanced tech inside the premises.
Sony is currently implementing a long-term environmental plan called ‘Road to Zero’ as it targets a zero environmental footprint over the full lifecycle of its products and business activities by 2050.
That means a much heavier use recycled materials in its devices and using the Sorplas material developed by the firm has reduced the overall use of virgin plastic by up to 60%.
The displays used in the stores are flexible and customisable and make use of Sorplas. There are other features too, such as an eco dashboard to better understand energy consumption based on the configuration of its settings.
The stores that now carry the displays are in London, Paris, Madrid, Barcelona, Aoyama in Japan, Hong Kong’s Landmark, and in four US locations — SoHo in NYC, Costa Mesa in California, Bal Harbour in Florida and Las Vegas.
