In the centre of New York city it takes a lot to stand out from the crowds, many retail stores are doing there best to grab your attention. all with the same goal to increase there footfall and status. The following examples are a few of the examples I have witnessed over my past week in New York.
Swarovski by the Rockefeller centre is designed in the shape of a crystal, in stands out in the centre of towering buildings and the shinny metal reflects the sunlight which draws more attention to the store. Due to the small size of the store they have been able to place in it the centre of the shopping streets which automatically has a driven footfall from the busy centre which the store has been cleverly placed centre of. I normally don't really like any of the Swarovski stores, as it doesn't appeal to my personal taste but this store really stood out for me and defiantly incised me closer. This example shows how turning your location into a relevant object and placement can create interest in a busy city.
Louis Vuitton have created this amazing piece of artwork on the side of there 5th avenue store, it can only be fully seen from one side and covers the whole side of there 12 store building. The artwork was created by Virgil Abloh and inspired by The Wizard of Oz. The artwork has a psychedelic look to it and can only been seen to three dimensional from one angle. This clever piece of art is not only very beautiful but makes you stop and stare in the street. This marketing technique is creating a social buzz around the brand, possibly a attempt to attract a younger target market to the brand.
This actually isn't in New York but in the airport on my travels to America, This is a Cartier interactive Photo Booth and interactive story videos explaining the brand. You can walk into the centre of the of the pillars and how the screen comes to life, behind each pillar is a different interactive section, a Photo Booth where your face turns up on the screens and you can edit yourself as well as the interactive videos and stores linking to the brand and there new collections. This is certainly not a brand I would normally look at due to the price range but this caught my attention and is a good way to place an event in a busy place such as a airport.
The last example I have seen which also made me intrigued was in Macy's, this was a section at the front of the Macy's store. Its an interactive border in the style of a Facebook photo with the option of liking the products and display if you like the products behind the sign. This is again a proof of a store which is commonly known to be a high end store trying to increase a younger more influential target market through this marketing campaign. You can see via the number on the front of the left hand corner of the photo that already 3,171 people have liked the products and they had placed different emoji signs that can be held up and photos can be taken and hopefully shared via social media to spread the brand and the store to a younger market.
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