Dec 12, 2025
WE START WITH THE THINGS WE FIND
concept & vision
a truck travels around the US to launch a new clothing brand. The truck operates as a retail store while a parallel web presence builds up the DIM community. Customers can follow the traveling and be informed of its whereabouts
design & architecture
on location, the 53-foot long truck triples in size expanding, with the push of a button, on both its long sides. The mechanism of the folding floor dictated the distribution of program, with clothing stacks, accessory drawers, fitting rooms and lounge seats pulling out of the central truck volume. An orange band wraps around the volume with the large brand letters as the windows
program & use
for such an early digital project, we envision a new kind of clothing display - a video infrastructure shows the merchandise on film in motion, with the display reduced to a thin layer of flat-screen monitors. Conventional mannequins are substituted by a variety of videos to present different clothing items in parallel vertical bands, for a fluid and dynamic effect. Each band is a physical drawer, and can be pulled open to retrieve the actual clothing and try them on. Two fitting rooms collapse to the ceiling to provide valuable space when not in use. An addition wall for accessories has one monitor per drawer, each connected to an internal surveillance camera that x-rays the drawer content displaying it on the outside. Customers see their hand as the pick up their selection
impact & significance
interactivity is a key aspect of the environment and experience. We support building a community, following this shop, being part of its innovative modality, engaging and activating it. The technology of an expandable truck is played up fully, and transformed visually through the technology of its interior experience