NEW YORK — Barneys New York, which got an assist for the 2012 holiday season from Christie, once again turned to the company for visual solutions ranging from Christie projectors, MicroTiles and HD flat panel monitors for the retailer’s 2013 holiday promotion, titled “A New York Holiday.”
More details from Christie (www.christiedigital.com):
Christie Lights Up “A New York Holiday” with Experiential Windows and In-Store Gallery at Barneys New York
Innovative Technology Partnership Meets Next Generation Retail Merchandising to Revitalize the Retail Shopping Experience This Holiday Season
NEW YORK — The “Empire State” meets state-of-the-art display technology from Christie for a spectacular, fully immersive visitor experience this holiday season at the Barneys New York flagship store in Manhattan. Barneys and Christie have partnered again to bring back the traditional family shopping experience in a “bricks and mortar” setting, creating magical windows and an in-store gallery through the use of visual technologies. Inspired by music icon and native New Yorker Shawn “JAY Z” Carter, visual artist Joanie Lemercier and Barneys’ creative director Dennis Freedman, “A New York Holiday” is a series of unique windows facing Madison Avenue and an interactive in-store gallery brought to life by the latest generation of Christie digital display technologies. “A New York Holiday” experience is the ultimate demonstration of what happens when creative retail merchandising meets Christie displays and the company’s Managed Services’ solutions and technical ingenuity.
“A New York Holiday” will premiere November 20th, benefiting the Shawn Carter Foundation, a New York-based charity which awards post-secondary scholarships to students facing socio-economic hardships. Working with artist Joanie Lemercier and Mr. Carter, Barneys will utilize a wide range of Christie display technology, including projectors, Christie MicroTiles and Christie HD flat panel monitors, to create dazzling, multimedia events that completely envelop the customers in one-of-a-kind interactive experiences.
“Barneys New York had an overwhelmingly positive response from customers and designers last year to our holiday windows, which have become known for their innovative use of immersive and interactive narrative with cutting-edge technology that leads people into our store,” said Dennis Freedman, Barneys New York creative director. “Last year, Christie was instrumental in the success of our holiday display. With a musical, fashion and business innovator like Mr. Carter, we were confident that Christie’s superior technology and the expertise of its Managed Services team could help us bring his vision to light, not just to our store in Manhattan, but also to select flagship locations in other major cities.”
Tommy Dobrzynski, vice president of visuals at Barneys New York, added, “Everything that encompasses ‘A New York Holiday’ — the items chosen, the amazing designers that participated, the windows, the design of the BNY SCC Gallery, the Christie technology and their team’s unique ability to help us leverage technology to achieve our creative vision — represents a perfect example of groundbreaking collaboration that I hope will WOW customers and passersby.”
The third floor of the retailers’ Madison Avenue Flagship has been transformed into the BNY SCC Gallery, an immersive 1,200-square-foot space with a seamless 360-degree projection that utilizes projection mapping, exclusive content, lights, and movement, to transport customers into the world of New York. A 70-foot long “hall” with floor projection will guide visitors from the 3rd floor elevator to the Gallery. The BNY SCC Gallery Space will showcase limited edition products designed by Mr. Carter in collaboration with various designers which will be available for purchase.
MADISON AVENUE WINDOWS
Floating City
The retailer’s iconic Madison Avenue windows will mesmerize passersby and customers with moving content that demonstrates how light and shadow are experienced in New York City, incorporating the theme colors of black, white and gold. Among the highlights are a “floating city” projected upon a 16-foot-tall “rock” wall, which houses the viewing area for the projection mapped experience, and includes twinkling stars in a night sky and a slow-moving sunrise revealing the shimmering floating city — enhanced by a visual program that incorporates architectural language, changing geographical landscapes and climate (snow, rain) — all through dazzling 3D mapping technology.
Mirrors, Icicles and 3D lights
A large, abstract hanging resembling a rock or icicle formation will be covered in thousands of fragmented mirrors. With Christie projection mapping washing light over the formation to create a light show on the object itself, it will be reflected into the room as well as onto the window and finally the street.
Among the technologies used will be the Christie HD14K-M projector, Christie LW720, Christie LWU420, and Christie HD flat panel displays, including the new Christie WeatherAll flat panel.
A traditional favorite during the holidays will have a modern new twist, with a window housing the “BNY NYC Sleigh Ride” featuring a rotating cast of improvisational performers from Upright Citizens Brigade outfitted in modern Santa costumes who will take children on a virtual “sleigh ride” through an abstracted New York City. Through the use of experiential screens, the occupants will feel like they are up in the air and flying through New York. Christie WeatherAll flat panels on the outside of the window will show images of the children and “Santa” as they take the Sleigh Ride.
“New York is home to some of the most technologically sophisticated customers in the world, and the holidays are an especially competitive time for retailers to capture their attention and bring them into their stores,” noted Sean James, vice president of Christie’s Managed Services. “We are pleased to again be part of Barneys New York’s holiday display campaign, both in New York and other flagship locations across the country. Through visual technology and collaboration, Christie helped bring the creative vision to life.”
Christie display technologies will be featured in select Barneys regional flagship locations in Beverly Hills, San Francisco, Chicago and Boston, where Christie HD flat panels will greet visitors and provide content to highlight the Shawn “JAY Z” Carter collection within that store.
“Barneys is demonstrating the possibility of taking a creative merchandising concept, marrying it with advanced visual technologies and deploying it on a varying scale in regional stores across the country,” added Sean James, “We were happy to work with the creative team to find solutions that would work in each of their five locations, from the larger Manhattan flagship store, to the smaller locations.”
Photos by Tom Sibley
