Digital screens play a prominent role in the new-look Oasis store in London's Argyll Street, which reopened to the public last month.

The women's fashion retailer said it was keen to introduce significant aspects of retail theatre throughout the shop, as it looked to enhance customer experience through use of new technology.

Digital media agency Kaleidovision worked with Oasis to help the retailer achieve these goals, installing screens behind the cash desk that depict different scenes and characters to provide customers with some in-store entertainment.

"The brief was to enhance the brand's unique personality within the store in terms of soundscapes and digital enhancement," explained Kaleidovision's head of music & digital initiatives, Aisha Nanor.

"The new digital areas effortlessly capture the fun essence of Oasis. Designed around the brand's desire to surprise and delight customers, they feature inspiring soundscapes and specially commissioned digital installations that intrinsically form part of the store's interior."

Animations appear throughout the new-look shop, and behind the main cash desk there are 'windows' looking out onto changing seasons in the form of a digital garden. The animation runs on two 70-inch screens concealed behind period-style sash window frames.

The Oasis store in London's Argyll Street features digital screens throughout

Meanwhile by the fitting rooms, there is a silhouette of a cat walking across another digital window, adding another dose of theatre to the shopping experience.

Jill Gate, head of marketing & PR at Oasis, remarked: "It's been a pleasure to work in collaboration with Kaleidovision and utilise their brilliant one-stop shop culture and expertise.

"It's been an exciting process to reinvent our store and enable our customers to immerse themselves into Oasis's new kind of shopping experience."

Kaleidovision managing director Andy Pitman called Oasis a "forward thinking brand", adding: "We love the innovative way the digital installations function in-store – subtle, immersive and very memorable all at the same time."

In addition to the digital screens, Oasis has also installed transactional tablets in-store, giving customers an opportunity to buy clothing and accessories from Oasis's online site. Like many retailers, the fashion business is looking to merge technology and digital platforms with traditional retailing practices to give customers choice and a better experience.

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