Many traditional aspects of business and commerce have been upended by the coronavirus pandemic. People around the globe are working from home, sanitation practices have quickly been upgraded at most businesses, including ours and many more things are changing the business landscape.

For most of the industries new standars are developed. Here are some business trends likely to last far longer than the coronavirus pandemic.

Contactless and cashless commerce

Businesses that are still interacting face-to-face with consumers, including restaurants, stores, food markets are implementing changes to reduce close contact between workers and customers. One big way is to cut out cash and only accept credit cards or digital payments. Actually, it was the trend of last years in Russia, now we see that it is also for safety purposes. We are facing a boom of contact-free delivery service and i’m sure it will remain popular.

Delivery

With so many people working and spending time at home, it should come as no surprise that companies of all sizes are hiring additional employees for delivery. Industries that you may not expect to move to delivery are going that direction too, including car shopping and custom-made coctails in most of megapolises. We can expect now that most new consumer-facing businesses will offer a delivery option.

Shop and source local

As the coronavirus pandemic disrupts global supply chains, more people are looking at local suppliers and shops to help them fulfill their needs. When it comes to consumers, people want to shop local. This trend is seen now, when the borders are closed. Beeing a food-producing country we have a renewed look at local suppliers. That’s what we offer at Food City and plan to develop.

Sanitation

Clean businesses have always been attractive to consumers, but in the age of coronavirus and post-coronavirus, sanitation will be a priority. Such industries as hospitality and travel are especially under pressure. We always took standards for hygiene and cleanliness very seriously and in new reality will takу even more steps to ensure the safety of our guests.

Our company, Kievskaya Ploshchad, makes every effort to create a comfortable and safe customer service environment in which consumers can communicate their questions, concerns, compliments and requests. As such, we have decided to provide an efficient way in which customers can interact with the company and get all kinds of consumer information. After this service was launched we started dealing with thousands of requests — in 2019 alone over 70,000 requests were processed. And now, it’s time to further upgrade the service in order to give an even better offering.

Customer Service: An Excellent Resource for Companies

As always, Kievskaya Ploshchad is focused on developing a company culture geared for the highest levels of customer care. In a digital age, online customer service is an excellent resource for businesses to grow and develop, as it engages one’s audience and provides clear indications of what the company should improve and where it should focus future development efforts. Consumers are at the heart of our business and they deserve the best possible quality. It’s only through a modernized customer service portal that we are able to learn about the issues consumers are interested in and we are grateful for this opportunity.

Cultivating a Consumer-Oriented Culture

The feedback systems on all our official sites are of such importance to us that we decided to develop them further. We are now ready to launch a unified and upgraded service. This single service point will cover all the assets in Kievskaya Ploshchad’s portfolio and will speed up communications directed at assets through online channels. All communications from company websites and social networking platforms will be received and processed centrally in an improved environment. This will give us the opportunity to learn about issues faster and respond in a timely manner.

Creating a Community

As a rapidly developing company, Kievskaya Ploshchad feels it is vital to have effective communication channels established with consumers, after all it’s for them that we implement all our projects. By improving the functionality of our official communication lines, consumers will be able to quickly learn about the most interesting and relevant developments in Kievskaya Ploshchad. They will also be able to subscribe to receive company news and are encouraged and welcomed to share their opinions about the services provided by the tenants occupying Kievskaya Ploshchad’s commercial buildings.

Transparency and Dynamic Development

As a company, Kievskaya Ploshchad has always adhered to a policy of transparency. We ensure that information about our work is available at all times. We encourage feedback, questions and suggestions. Most importantly, we believe in getting back to requests in a timely manner. As we are currently busy with several large-scale urban projects, like the reconstruction of the Olympic and the renovation and revamp of the Schelkovskaya and Nagatinskaya transport hubs, we find it important to get feedback at every stage of development. This is why almost all of our facilities have a digital presence where consumers can get in touch with us and share their views. By streamlining this process, we will now be able to provide an even better service.

Government Plans to Roll Out the Project by 2022
When it comes to technology, Singapore seems to be progressing in leaps and bounds. I recently read about their plans to install photo kiosks that use facial recognition technology in government agencies from June this year. People will then be able to use their faces instead of photo IDs when they require any government services. According to the article, the government’s ultimate goal is to replace photo IDs with facial recognition by 2022. The whole process is fascinating, and what’s more, it already started with a government initiative that was launched six years ago.

The Smart Nation Initiative
This facial recognition project is part of an initiative that was launched in 2014 by Prime Minister Lee Hsien Loong. Named the Smart Nation Initiative, the state has biometrically captured over four million Singaporeans older than 15 years. From June, the kiosks at selected government agencies will be equipped with facial recognition software to verify identities and check people in by cross-checking it with this data. The kiosks will function alongside an app called SingPass Mobile which was launched in 2018 and allows people to register their biometric data in the government’s database. Downloading the app and registering will give them the ability to access a range of services as well as verifying transactions and making appointments.

Will This Become the Norm?
In 2019, several hotels collaborated with the Singapore Tourism Board in launching a test program that allows patrons to check into hotels by looking into a camera. They are hoping that by connecting SingPass and the biometric database, facial recognition will become the default method of identification at all retailers and commercial establishments in the future. The government further has plans for all payments to and from residents to be processed through facial recognition software by 2023. All they would need to make a payment is to present their faces and their phones to confirm the final amount charged to their profile. The app is available free of charge to all citizens of Singapore.

What is Facial Recognition Technology?
Facial recognition technology involves software that simply works by running an algorithm that matches a real-time captured image of the person’s face with a photograph that was taken at an earlier date and stored. Every person’s face has around 80 nodal points across the eyes, mouth, nose and cheeks and each point is unique. This is what distinguishes one person from another. These days, facial recognition technology is already used in a number of applications. For example, some smartphones use this technology as an option to unlock the phone, some airports are already using it for local security checks and the musician Taylor Swift used it to identify any of her known stalkers at one of her concerts.

How it Works
The distance between various points on the person’s face is measured with a digital video camera. For example, how deep the eye sockets are, how wide the nose is, how far the eyes are apart from one another and how the jawline is shaped. This generates a unique numerical code which is then linked with a matching code which was generated from the original photograph. A smart surveillance system in China can scan around two billion faces in a matter of seconds. This system connects to millions of CCTV cameras and makes use of AI to select targets. The Chinese military is currently working on using similar technology to keep track of people around the country. It is widely believed that facial recognition technology is set to overtake the current biometric standard, which is fingerprint technology, and will soon become known as the most effective way to identify people.

The Benefits
Going forward, just imagine the positive implications of facial recognition on Singapore and other countries that eventually choose to implement it. Here are some potential benefits:
• It could improve public safety by eradicating identity theft and making it easier to track down criminals.
• A cashless society will make mugging pointless.
• It could also make it easier to find missing children and senior citizens.
• The technology could be used to automate loyalty reward programs.
• Airport security checkpoints would be less intrusive.
• Improved time and attendance systems — nobody can clock in for fellow workers.

Are There Any Drawbacks?
Citizens may experience concern over having control over sensitive personal data. According to the minister responsible for the Smart Nation Initiative, Dr Vivian Balakrishnan, this concern is unfounded because it will only be possible for nominated officers to access the Smart Nation Initiative’s data. Dr Balakrishnan further stated that companies would reap the benefits of increased productivity without being liable for the costs associated with maintaining or operating it. It is going to be interesting to see how this project, and others like it, will evolve, especially when it comes to the retail and hospitality industries where my partner God Nisanov and I have significant investments.

What Playful Purim is Really About

Every year, we Jewish people enjoy the fun-filled and action-packed festivities of Purim, no matter where we are in the world. It takes place on the 14th of the Hebrew month Adar and celebrates the salvation of Jewish people from Haman of the Persian Empire. Haman had a plot to purge the empire of all Jews in a single day. This year, Purim began on the evening of the 9th of March and continued through to the following day. As with so many festivals, there are practices that involve observing traditions and customs, and of course, both feasts and fasts when it comes to food. But, before we get to the fun part, let’s first explore how it all started.

The Story of Purim

In the 4th century BCE, the Persian Empire stretched over 127 regions and Jewish people resided throughout these areas. The king of the empire, King Ahasuerus, ordered the execution of his wife, Queen Vashti after she refused to obey an order he gave her. The king then ordered all eligible young women to be presented to him so he could choose a new wife. A Jewish orphan who was fostered by her cousin caught his eye and they were married. The new Queen Esther did not divulge that she was Jewish, even though her cousin Mordecai was a respected leader in the Jewish community.

Soon after, a new prime minister was appointed — a man named Haman who was known for his hatred of Jews. Mordecai defied Haman and refused to bow down to him. Haman was enraged at Mordecai’s insolence and persuaded the king to decree an order to exterminate all Jewish people on the 13th of Adar. Mordecai gathered Jews together to start public penitence, praying and fasting. When Esther discovered what was happening, she asked her husband, King Ahasuerus and Haman, to join her for a feast where she revealed her Jewish heritage. Haman was executed and Mordecai was appointed in his place. The king also issued a new decree, that Jews have the right to defend themselves against their enemies. So, on the 13th of Adar, they gathered and killed many of their enemies, and on the 14th, they took time to rest and celebrate their victory.

How the Holiday Was Named

Purim is pronounced differently by different nations. Eastern people usually call it poo-REEM and people from the west tend to pronounce it as PUH-rim. Some people from communities in central Europe call it PEE-rim. But, regardless of how it is pronounced, you may wonder where the name ‘Purim’ came from. In the ancient Persian language, ‘Purim’ means ‘lots’. It was through throwing lots that the wicked Prime Minister Haman decided what date the Jewish people would be eliminated. It’s ironic that this date is now a happy celebration for Jewish people all over the world.

What Happens on Purim?
There are four Purim observances:

• Reading of the book of Esther (the Megillah) — This scroll tells the story of the miracle of Purim. Public readings are made at synagogues on Purim eve and again the next day and it’s important for Jewish people to hear every word, even though this can be a noisy service — we twirl noisy graggers or stamp our feet every time Haman’s name is mentioned.

• Giving financial gifts (Matanot LaEvyonim) — One of the main themes of Purim is Jewish unity and special emphasis is on helping the needy by giving money to a minimum of two people. If we don’t know anybody in need, we can make a donation to the synagogue.

• Sending food gifts (Mishloach Manot) — The importance of friendship and community is observed on Purim. By sending a package with at least two different kinds of food to at least one person, this is celebrated. It can be pastries, drinks, fruit or anything edible. But, if possible, the package should be delivered by a third party.

• A Purim Feast — The Purim feast usually begins before the sun sets and carries on into the evening. It usually includes a festive meal, alcoholic beverages like wine and festive activities like singing, drinking and laughing together.

These observances are enjoyed by Jewish people of all ages. There are also a few tradition and customs to make the festivities even more fun and meaningful. For example, it’s an age-old custom for children, and even some adults, to dress up in costumes. We also have traditional Purim food and it’s delicious. One dish is called ‘oznay Haman’ (Haman’s ears) and consist of three-cornered pastries filled with poppy seeds or other sweet fillings. A meaningful tradition is that we usually fast the day before Purim, or on a Thursday when Purim falls on a Sunday with the intention of commemorating Esther’s fasting and praying for the salvation of our people.

Purim is one of the most highly anticipated holidays on the Jewish calendar. It is truly the one day to let loose and just be Jewish.

The Best Business Hotel in the World Award

We are super proud that the Radisson Collection Hotel, Moscow was awarded the ‘Best Business Hotel in the World’ award from the Business Traveller Magazine in 2019. Also operational as the Radisson Royal Hotel, Moscow and Hotel Ukraina, the Radisson Collection, Moscow is known as a top choice for discerning professionals visiting Moscow.

Letting the People Decide Who Wins
After being nominated by the Business Traveller Russia and CIS Awards, the Radisson Collection in Moscow appeared on the Russian edition of Business Traveller magazine’s website as a nominee under the ‘The Best Business Hotel in the World’ section. As per tradition, the winners of the award were selected by readers who were given the opportunity to vote until 7 February 2020.

And the Winner is…
Contenders for the award were an impressive range of international brands and well-known regional names. Criteria for the award is strict and involves the facility providing the maximum comfort for conducting business events at the highest level. After the readership vote closed, it was clear that the attributes and achievements of the Radisson Collection, Moscow made a significant impact and resulted in an all-out win for our hotel.

Exceptional Facilities
The Radisson Collection, Moscow is located over a total area of around 81,000m2 and comprises of 501 elegantly decorated rooms and suites, a wellness club, a fitness centre and 19 superb restaurants, many with some of the best views in Moscow. The hotel delivers a truly five-star experience. No detail is overlooked. From the vast art collection, which includes a diorama of the capital, to the Olympic-sized swimming pool in the wellness club and a range of on-site shops — visitors enjoy every amenity they can imagine. We even have a fleet of yachts right outside the hotel offering year-round river cruises along the Moscow River.

Great for Business
One of the main advantages of the hotel for business guests is that it is located in an ideal location on the Moscow River in the heart of the capital. The Radisson Collection has a robust infrastructure geared to make business activities as streamlined as possible. It boasts 16 dedicated business spaces which include Congress Park that covers an area of 3,300m2 and can comfortably accommodate as many as 1,500 people. Business guests also avail of state-of-the-art equipment, convenient logistics and catering services of the highest quality. Our professional and friendly team of staff members maintain a helpful relationship with guests and ensure that their every need is seen to.

A Multi-Award-Winning Architectural Symbol
We are proud of the Radisson Collection, Moscow’s sterling reputation over the years and are thrilled about receiving yet another award in the field of tourism. Famous for being one of the Stalin skyscrapers, the hotel is highly regarded as an architectural symbol. After we modernised it and reopened the hotel in 2010 under the Radisson brand as the Radisson Royal Hotel, we proudly joined the premium division of the Radisson hotels, the Collection. This award is a welcome tribute to our efforts over the years.

Retailers Using VR Technologies to Drive Sales and Marketing

I always like to keep an eye out for technological innovations that are used by retailers who are trying either to keep up with their competition or, even better, to remain one step ahead of them. Virtual reality is precisely that kind of innovation that is being used by prominent retailers around the world.

Take, for example, TOMS Shoes, which has already installed VR headsets for visitors at more than 100 stores. Prospective shoppers are invited to put on the headset, at which point they find themselves swept away to distant Peru, where they see kids being given boxes of shoes that TOMS has donated as part of a promotional campaign.

Volvo has developed an app that uses VR to advance its marketing goals and to expand sales. The Volvo app gives people an opportunity to go out on a VR test drive using their smartphones. Other manufacturers, such as Ford and Lexus, have found similar methods of harnessing VR for marketing and sales.

Other retailers have grand plans for using VR to attract shoppers and to remain one step ahead of the competition. For example, Alibaba has been working on what it describes as a full VR shopping experience, which will allow shoppers to take a virtual stroll through a store, where they can select and buy products. Alibaba isn’t the only retailer with plans to provide customers with a VR shopping option. Ikea, Tesco, Coop, Adidas, and Cisco are all looking into the possibility of allowing customers to take a virtual tour of their floor-space.

Audi’s Cutting Edge VR

Audi is now offering a cutting-edge virtual reality experience for customers at select dealerships in the UK, Spain, and Germany. The VR headsets that have been installed at those dealerships allow customers to play with and test the individual configuration of their future car, breaking down the options into the most minute details. Prospective customers are given the opportunity to see how different components will look if they’re installed in their car, testing and replacing each component until they have finally configured their “dream car.” The VR headset will also let them see the car of their choosing in 3D from every possible angle and at different times of the 24-hour cycle (morning, noon, evening, and night) as well as under different weather conditions, providing a truly comprehensive view of what their dream car will look like. The VR technologies also allow prospective buyers take an in-depth look under the hood of the car, where they can pore over the engine and other concealed components.

Audi is planning to expand its VR options to allow prospective buyers to “test drive” an Audi under different lighting and weather conditions in a single sitting. In other words, even if you visit the dealership in the middle of the summer, you’ll be able to use VR to “test drive” the vehicle on a snowy night.

The Olympic Stadium in Moscow, which is locally known as the Olimpiyskiy, was built for the 1980 Summer Olympics. It was initially used for the boxing and basketball competitions in those Olympics, which were held in two separate parts of the stadium. This iconic arena in the heart of Moscow, which can seat an audience of 35,000 in its main area, is one of the largest indoor stadiums in Europe and is the largest in Russia. It is now in the process of being thoroughly renovated and modernized for the 21st century by Kievskaya Ploshchad.

The impressive and iconic Olimpiyskiy Stadium, which was built in Soviet times, has primarily served as a venue for a broad variety of major international sporting events. It has hosted two important tennis competitions — the Kremlin Cup and the Davis Cup — as well as key soccer competitions, including the FIBA EuroStars game, which was held in 1999, and the Euroleague Final Four competition, which was held in 2005. It also served as the venue for the European Artistic Gymnastics Championships and hosted major boxing events, such as the 2011 heavyweight championship final between Jeff Monson and Fyodor Yemelyanenko, and the 2012 final between Manuel Charr and Vitaly Klichko. More recently, 24,000 spectators arrived to see the final cruiserweight match in the World Boxing Super Series between Murat Gassiev and Oleksandr Usyk, which was fought in July 2018.

Beyond its function as a venue for major national and international sporting events, the Olimpiyskiy Stadium has also served as a training center for nearly 20 national Russian teams and as one of the Russian capital’s major athletic centers that serves Muscovites on a daily basis. The general public can register for classes that are given at the Olimpiyskiy Stadium in soccer, judo, karate, gymnastics, hockey, tennis, figure-skating, and ballet as well as swimming lessons and other pool-related fields.

In addition to its capacity as an Olympic stadium, the Olimpiyskiy has also served in recent decades as a major hub for concerts and other musical events in Russia. It achieved international fame when it was used to host the 2009 Eurovision Song Contest and has repeatedly served as the main venue for major international artists performing in Russia. The Olimpiyskiy was inaugurated as a venue for international rock and pop bands in 1987 by Uriah Heep and has since hosted a huge array of American and European performing artists.

The Olimpiyskiy is now in the process of being refurbished, after six world-renowned architecture firms were asked to pitch their designs to remodel this project in a way that would make it shine out not just in Moscow, but across Europe. Elements from all six proposals have been selected to be integrated into the final reconstruction plans. The newly refurbished Olimpiyskiy will have the largest water park in Europe, a planetarium, and a selection of panoramic rooftop restaurants. The original purpose of the indoor stadium as an athletic center will be retained, and a new ice rink, a large gym, tennis courts, and jogging paths, which will pass between the buildings through glass tubes, will be built. The concert facilities are also going to be upgraded and will be fitted with the most cutting-edge modern equipment, making the Olimpiyskiy an obvious choice for entertainment and recreation for both Muscovites and tourists.

Exploring the Moscow River in the Winter with the Radisson Royal Flotilla

In mid-November, summer operations on the Moscow River came to an end, but thanks to our Radisson Royal Flotilla, cruising along the river is not only limited to warmer seasons. Winter excursions on the river have been possible for the past decade thanks to our icebreaker yachts. The flotilla consists of ten luxurious all-weather vessels that boast reinforced hulls strong enough to break through up to 20 centimeters of ice yet they move so smoothly that not a drop of champagne is spilled.

Even the frigid Moscow winters can’t stop our visitors from enjoying spectacular sunsets over the city skyline in a setting that is never too crowded and that offers quality refreshments and world-class service. If weather conditions are still temperate enough for guests to spend time outside, they can enjoy the cool river air and stunning views from the deck of one of the boats. And even when the weather is too harsh, the yachts’ climate control and all-weather panoramic windows allow for passengers to still enjoy the views from the inside in absolute comfort.

Limitless Entertainment on the Water

In honor of this ten-year milestone, we decided to celebrate by adding special new routes and cruises that will allow locals in Moscow as well as visitors from all over the world to experience the capital and its main river to its full extent. The new routes have been carefully selected to cater to a variety of tastes so that people from all walks of life can enjoy cruising along the Moscow River with the Radisson Royal Flotilla. On the cruises, there are theater performances guests can watch as they enjoy an incredible meal. There are also special seasonal New Year’s and Christmas trips. For the foodies out there, we offer customized gastronomical cruises. There is also a range of themed events arranged on the yachts like the Moscow Spring A Capella Festival, fireworks shows during city festivals, and so much more.

Where It All Started

Since November 2009, when our first yacht made its maiden voyage, our aim has been to spark the interest of both Moscow locals and visitors in winter cruises down the Moscow River. We believe that just because it is winter does not mean that people should be limited to indoor activities. By taking a river cruise, they can enjoy the comfort of being in an enclosed area while also enjoying scenes from the outdoors. This type of cruise was a first of its kind in the capital and has since become established as a popular part of urban recreational activities in Moscow. Winter cruising last year started on the 15th of November and we were thrilled to welcome over 200,000 people on board our yachts. Summer cruises began on the 24th of April as ten additional boats were brought into operation. Boasting colorful hulls, each of these new vessels are named after a flower.

Star Attractions All Year Round

The yachts travel along two main routes for 2.5-hour trips. During the journey visitors will have the opportunity to experience all the main tourist sites around Moscow, such as the Kremlin, Luzhniki Stadium, St. Basil’s Cathedral, Zaryadye Park, and the Moscow State University. Foreigners won’t be lost in translation on our cruises, as we offer service in six different languages. Helpful audio guides describing the attractions are available in English, Russian, Spanish, German, French, and Chinese.

3D Facial Scanning Will Change the Way You Buy Glasses

3D scanning has already had a revolutionary impact on many businesses around the world, allowing modeling work to be done in ways that just a few years ago would have sounded like science fiction to most people. Architects, fashion designers, plastic surgeons, interior designers, and many other businesses that traditionally had to rely on physical models can now use 3D scanning to modify designs on the computer.

3D scanning, when combined with artificial intelligence, has now created revolutionary options in choosing eyewear as well. Everyone who has ever needed glasses is familiar with the frustrating experience of going to the optometrist, looking at the rows and rows of frames, without having any inkling whatsoever how any of them are going to actually sit on your face.

Optometrists with 3D scanning equipment can now scan your face and, in a matter of just a few seconds, present a series of possible frames that will suit the specific features of your face. The 3D scanning equipment will quickly collect your facial data, including the distance between your pupils, the width of the bridge of your nose, and the overall width of your face, among other facial factors. The 3D scanning equipment will also examine the overall shape and size of your head. For example, it will measure the distance between the bridge of your nose and your ear, which will determine the needed length of the arms on the glasses. Once the physical data about the particular dimensions of your face and head are in the system, artificial intelligence will also factor in your age and gender to begin to come up with options for the optometrist to offer you. The sophisticated AI system can also enter into its algorithm a range of currently popular frames so as to even further narrow down the options.

The introduction of 3D scanning equipment also will revolutionize the way you determine whether you like the proposed glasses. As opposed to the past, when you had to physically try on the various frames, the artificial intelligence in the system will show you on a monitor what the glasses will look like once they are on your face. This will also give you the advantage of seeing what the glasses will look like from every angle, and not just from the front — the perspective you would receive if looking at the mirror at an optometrist’s office.

Another bonus of going to an optometrist with 3D scanning equipment is that you no longer need to remember to put in your contact lenses in advance. Now you’ll be able let the computerized model of your face try on the glasses for you, while you wear your current prescription glasses.

Going to an optometrist with 3D scanning equipment will save you precious time, will spare everyone frustration, and will give you the best-fitting eyewear you could possibly hope for. And, if you’re on the other side of the divide and are an optometrist, acquiring 3D-scanning equipment is likely to drum up business and sales, while shortening the purchase cycle and increasing cases in which multiple pairs of glasses are sold to a customer in a single sitting.

A Look at Ted Baker’s Interactive Window

I’m always intrigued when I see how retailers creatively integrate new technologies not only into their shops but also in other ways so as to enrich their customers’ experience. A good example is Ted Baker, a British fashion retailer, which has expanded its successful campaign, called Keeping up With the Bakers, by introducing several interactive storefront windows at one of its prominent London stores. People walking down Regent Street who come across the storefront are encouraged to touch the window, which allows them to become personally enmeshed in the lives of that now famous fictional family, the Bakers.

Using technologies that Nexus Interactive Arts developed for this project, pedestrians who happen to pass by the store can lay the palms of their hands flat in designated spots on the interactive windows. This activates cameras that photograph the so-called peeping toms who have just been caught in the act of supposed illicit voyeurism through the Baker family’s window. The peeping toms have their pictures integrated into an image with other members of the Baker family, and that composite image is then posted online on the company’s website. Customers who have taken part in this fun game are encouraged to share that image of them with the Bakers on various social media platforms.

The interactive store window complements the previously released interactive film, which was also titled Keeping up with the Bakers. The movie was made available to pique shoppers’ interest in the Ted Baker Spring/Summer 2017 collection. The film, which was styled to remind viewers of Desperate Housewives, the American sitcom that ran through 2012, as well as some of the more classic American sitcoms from the 1970s, such as the Brady Bunch, revolves around the Bakers, a fictional family who live on Tailor’s Lane and lead an enviously stylish life. They are always dressed to the tee in the best of Ted Baker’s fashionable collection. Viewers are encouraged to click on articles of clothes they see in the film to add them to their shopping cart. They are also made to feel welcome to sneak about through the Bakers’ house, where they can uncover hidden content that was planted by the film directors.

The interactive film was hardly a stand-alone in Ted Baker’s use of technological innovations to entice shoppers as well as to keep them playfully interested and engaged when it was first released. The brand also commissioned Poke, which is Publicis’s digital agency, to design for the Ted Baker Instagram channel a full-scale neighborhood in which the fictional Baker family lives. The Ted Baker brand then kept fans and shoppers engaged by offering daily challenges that they are encouraged to accept on Tailor’s Lane, where they can play the role of the Bakers’ nosy neighbor. The brand used Instagram’s story feature to announce the competitions’ winners and to introduce new content.

By integrating all of the above technologies — the interactive film, the interactive Instagram account, and the interactive storefront window technology — Ted Baker not only keeps its customers engaged in a fun way with the brand, but capitalizes on its interactivity to successfully market itself.