Mirror, Mirror in the Mall


There is a relatively new and eye-catching digital installation at Sandton City Mall in South Africa with the sole purpose of highlighting women’s natural beauty. Presented by The Foschini Group and developed by Zelia Michaels Shangase of the experiential activations agency known as Living Masks, the #IAMALLWOMAN, #IAMPERFECT campaign consists of a custom-made mirror that allows participants to see their reflection on a specially treated glass panel concealing a 55-inch touchscreen. Combining these two elements in a custom-made housing complete with a DSLR camera and a wide-angled GoPro camera, the South African digital signage company Moving Tactics created an empowering experience for mall-going ladies to see a full-length mirror image of themselves against a red carpet type of backdrop with lettering that spelled out #NOFILTER. This opportunity for solidarity and personal pride was set up to help celebrate South Africa’s National Women’s Day.

The holiday commemorates the great uprising of women that took place on August 9, 1956 in which nearly 20,000 females marched on the Union Buildings in Pretoria to protest segregation, the apartheid government’s internal passport system and the restrictions on movement of black women in urban locations.

“Working on this campaign with Foschini has been an extremely fulfilling experience,” said Shangase. “The Women’s Day activation brought to life an amazing concept, but more so a message that all women should have affirmed daily, which is ‘I AM PERFECT.’ The interactive mirror that Moving Tactics developed was central to the interactive digital activation combining two winning elements, selfies and social media! What it truly did though, was allow women to see themselves as they truly are, in all their splendor, and to share that with the world.”

“We used software designed and developed by the Moving Tactics Digital Impact team so that shoppers could take photos of themselves and then share them via various social media platforms,” said Moving Tactics Digital Impact Creative Director Andy Higginbotham. “The GoPro camera was used to record photographic stills in the time-lapse function so that the entire campaign could be viewed in a high-speed replay.”

Indeed, the social media element here is critical. It’s one thing to take the photo, but quite another to share it with the rest of the world. This installation not only unites women through self-empowerment but reminds all ages of the South African story on a global stage.

Mirror pic

About Author

Jason Kushner is a videographer, editor, writer and filmmaker living in the Greater Atlanta Area. With an educational background combining film and journalism, Kushner has shot video and written for a myriad of publications and multimedia projects including Creative Loafing Tampa, TBO.com, Starline Films and Digital Signage Connection. His 2009 documentary American Colonies: Collapse of the Bee became an Official Selection at 12 international film festivals, won Best Documentary at the 2009 Central Florida Film Festival and a John Muir Gold Award at the 2009 Yosemite Film Festival.  In 2015, he became Digital Media Editor for Digital Signage Expo, LightShow West and LED Specifier Summit and has since become Digital Content Manager for those shows’ parent company, Exponation.

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