Modern retail environments need more than good products to attract customers they need interaction, energy, and experiences that make people stop, engage, and remember the brand. That’s what Glove Retail set out to achieve with the Wheel of Fortune an interactive gamification product designed to create excitement at live events, store openings, and retail activations.
Originally developed under the name Lucky Spin, the concept was a simple but powerful one: customers approach a digital screen, press to spin a colourful wheel, and instantly win a prize. The experience combines retail theatre with the psychology of reward, creating immediate buzz while simultaneously allowing brands to collect valuable customer data for future campaigns.
We developed both kiosk-based and tablet versions of the experience, designed primarily for use on large-format touch totems at events. Some versions were configured purely for entertainment and engagement, while others integrated optional data capture forms to collect names, emails, and consent for future retargeting.
The Wheel of Fortune was first produced as a generic, brand-neutral version to demonstrate the concept. Following its success Marks & Spencer requested two bespoke version, including a fully rebranded Christmas edition that played a central role in one of their major seasonal store openings. The activation drew significant crowds and was a highlight of the event proving the value of interactive experiences in modern retail marketing.
I oversaw the creative strategy, user journey, and overall art direction. The goal was to make the user experience intuitive and visually rewarding while maintaining flexibility for different brands and events.
The process began in Figma, where I mapped out wireframes, interaction flows, and prototype animations to simulate the spinning experience. From there, I created all final design assets in Adobe Illustrator, ensuring a clean, scalable vector system adaptable to multiple resolutions and screen sizes.
Once the visuals were complete, I prepared detailed developer handoff packages that included layout specifications, prize logic, and user flow documentation. This ensured the transition from design to development was seamless.
The system featured a customisable prize algorithm, allowing Glove Retail and their clients to control the distribution of prizes by time of day, spin count, or event-specific conditions. This functionality made it ideal for both marketing activations and internal campaigns.
Beyond the interactive app itself, I also designed a PowerPoint sales deck for the Glove Retail team to present the product to potential clients, a trifold leaflet for general collateral, and a short promotional video using 2D animation and live event footage from the Marks & Spencer launch day. Together, these assets formed a cohesive marketing toolkit that showcased the Wheel of Fortune’s versatility and ROI potential.
The kiosk installations were supported by a powerful backend system that allowed organisers to monitor engagement metrics, review data collection, and export reports directly. Combined with the gamified experience, this made the product a complete turnkey solution for retail engagement and data-driven marketing.
The Wheel of Fortune was a hit. At the Marks & Spencer event launch, the kiosks quickly became the centre of attention. Shoppers queued to play, creating a natural flow of traffic into key retail zones. The combination of visual spectacle, prize anticipation, and instant gratification made it one of the most engaging event activations of the season.
From a business perspective, the success of the first rollout led to further interest from Glove Retail’s partners. The interactive format proved effective in both boosting foot traffic and capturing customer data a balance that few traditional event attractions can achieve.
Marketing teams benefited from measurable analytics that showed play counts, engagement duration, and conversion rates for data capture. The system’s flexible configuration meant it could be adapted for promotions, seasonal events, or customer loyalty programs, all without rebuilding the core product.
Most importantly, Wheel of Fortune demonstrated how interactive gamification can transform ordinary retail experiences into memorable brand moments. It became a blueprint for future Glove Retail projects focused on immersive, data-driven customer engagement.
This project successfully united the principles of design, technology, and marketing into one cohesive experience. It proved that even a simple interactive concept when designed with strategic intent can deliver tangible value through increased engagement, actionable data collection, and lasting brand impact
