Video at Macy’s Reimagined
The brain trust at Laura Mercier re-imagined their counter at the Macy’s flagship store in Herald Square, and it is a stroke of genius. Their design features curved lines, asymmetrical counters, and an innovative use of video: seven screens that call to the viewer and emphasize product.
The Laura Mercier creative team tapped Good Engine to create content for the seven screens, and we had what turned out to be an out-of-the-box idea: synchronize all the videos so that certain effects – a glow, floating particles, lines of text – expand across and interact with the other screens.
While the video display provider, Ovation In-Store, worked out the behind-the-scenes processing that allowed the screens to synchronize, we set out to build an After Effects project that enabled us to edit each screen independently and as a group. Once the software was configured appropriately, we could put all our focus into the message and the design.
The result was a resounding success, with excellent feedback from Laura Mercier and the fine folks at Macy’s. Check the frequently updated display at Macy’s anytime, or see composite renderings of the three most recent programs here: