Last weekend saw the world’s first hackathon in a shopping centre: From September 20th to 21st, London’s Westfield Shopping Centre (and it’s shoppers) bore witness to a 24 hour hackathon. A group of sixty elite hackers from varied backgrounds teamed up and worked through the night to find solutions to the fashion, beauty and retail industries' problems.
Participants included developers from the likes of fashion retailer ASOS and augmented reality agency Holition; marketing minds such as senior lecturers from the London College of Fashion; and designers with backgrounds in fields such as UX design for large retailers. The competition was filled with winner from past hackathons, such as the Salesforce Hackathon, the LinkedIn and EE Hackathon, BBC News Hack and Google Chrome Drone Hackathon, along with members of Women Who Code. It was sure to be competitive!
On both Saturday and Sunday, industry experts from Google, Twitter, AllSaints, Front Row I/O were on hand to mentor teams and help them tweak their concepts. The event was accompanied by an exhibition of new technologies around the fashion, beauty and retail space. Westfield shop goers were able to test out the L’Oréal Makeup Genius, try on Google Glass, find the perfect coat using the Fashion 3D augmented reality mirror, and use vrAse to turn their smartphone into a virtual reality headset. Also available to try: the touch-responsive Displair air display; the award-winning 3D controller Leap Motion which requires only your hands, the world’s first bracelet that can charge a phone upon a mere touch, by QDesigns; and a Sound Chamber by NudeAudio. Children were also provided coding classes by FireTech Camp, London’s only tech focussed day campus for kids aged 9 - 17, and CuteCircuit held a fashion show to showcase their innovative designs.
On Sunday, the teams pitched their ideas to our panel of judges: Caroline Rush, CEO of the British Fashion Council; Myf Ryan, Marketing Director UK & Europe, Westfield; Lisa Bridgett, Director of Global Sales & Marketing at the Net-A-Porter Group; Lee Epting, Vice President at the Samsung Media Solution Centre Europe; Pia Stanchina, Senior Industry Manager at Google; and Millie Mackintosh. They judged the concepts according to four criteria: Is it innovative? Would it excite consumers? Is it cool/beautiful? and Does it solve a real problem?
And the winner? SkipQ, a system that works as an automatic check-out for fast fashion retailers: using unique removable security tags and detachers that only allow the removal of security tags of items that have been paid for, it allows users to pay for an item of clothing on their phone in-store, and leave the store. The SkipQ team will fly to San Francisco for three nights, to receive mentoring from industry leaders of Silicon Valley, including Westfield Labs’ Global Chief Digital Officer Kevin McKenzie. Congratulations!
The audience pick was ShopAID(E), which was designed to enrich the personal shopping experience through allowing users to shop with friends and influencers around the world by way of donating to charity. Check out all the highlights here.
Reported by Anna Abrell
Augmented reality has many applications in the fashion industry, predominantly it has been used to create interactive shop windows or responsive mirrors in-store. Uniqlo, for instance, implemented their so-called ‘magic mirror’ in some stores to help customers choose the ideal colour for their garment. In luxury fashion, Hugo Boss created an augmented reality game for their shop window in London. The jewellery industry has also found practical uses for augmented reality. Boucheron, for instance, created MyBoucheron, which allows customers to preview what a piece of jewellery could look like on them using their webcam at home.