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Danze, Inc., a playful and progressive manufacturer of innovative plumbing products, and its interactive partner InReality have been awarded a prestigious Communicators Award for the Danze Showroom of the Future display.DanzeDisplay

The display, which literally fits an entire product line into eight linear feet of showroom wall space, seamlessly blends real-world product interaction with an intuitive digital interface. The key feature that combines these two elements is the use of radio-frequency identification (RFID) tags on acrylic display pods and an RFID reader in what the team calls a “Smart Shelf.”

To trigger interactive on-screen content specific to a particular fixture, shoppers simply remove a product’s pod from the wall and place it on the Smart Shelf (just under a touchscreen monitor). The connection provides access to detailed product information quickly and easily through simple swipe and touch gestures.

The display combines two critical aspects of a shopper’s buying process – high tech and high touch. This link provides more background on the ingenuity behind the display’s concept, as well as a demonstration of its functionality (at 2:14).

About the Awards

The Communicator Awards is the leading international awards program recognizing big ideas in marketing and communications. Founded two decades ago The Communicator Awards receives over 6,000 entries from companies and agencies of all sizes, making it one of the largest awards of its kind in the world.