TJ Maxx:
The Changing Room
Experience

as part of ‘The Maxx You Project,’ A multi-room immersive brand experience and live event series that empowered women to make change in their life. This one week experiential activation in Soho allowed visitors to navigate their individual journeys and discover new insights about themselves thru a series of interactive installations and participatory events.

➔ Pop-Up Brand Experience / Event Design
➔ Interactive 'Video Mirror' Installation

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Entrance Experience:
The Red Room

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Visitors were able to select from dozens of differnt 'Change Cards'.

The Cards were used as a tool later in the experience and during the live event to inspire and explore how women could make difficult or challenging changes in their lives.

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Interactive Video Mirrors

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As visitors approached the custom mirror triptychs and stepped into the illuminated red circle, the lighting and sound design responsively changed around them.

Behind the central 2-way mirror a large portrait LCD screen created the illusion of their reflection magically being replaced by a lifesize video of one of our storytellers.

Directional speakers above created the sensation of being in direct conversation with the women in the videos - creating a real sense of intamcy and surprise.

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The Changing Room
Video Confessional Booths

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The Changing Room
Live Event & Discussion Panels

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