So You Think You Can Seagrass?

By Nerida Little / January 13th, 2012 in Tech / New York / 292 views

Ever wondered what it would have been like to part the Red Sea? SarkissianMason did, and they managed to recreate it on a smaller, less watery and more grassy scale for the residents of New York City.

High-end outdoor furniture maker Dedon commissioned the SM agency to design a display for their flagship SoHo store recently. The store—which features designs from Philippe Starck—has a sleek and futuristic yet natural aesthetic. Keeping this in mind, the creative heads decided to install a hidden Kinect motion sensing device behind a wall of seagrass in the shop window, perfectly combining technology with the more relaxed furniture inside.

The film Blades of Grass looks like an incredible amount of fun. Featuring the song Midnight City by M83, the clip shows us various people playing around with the seagrass, making it sway, parting it like Moses or swishing it back and forth. Everyone leaves with a smile on their faces, which is probably exactly what you would want as a retailer.

It is such a clever bit of advertising for the Dedon store; it is also such a nice change having a fun, dynamic storefront. It certainly beats the cold, plasticy stare of mannequins any day!