A store opening and a half...

One word, WOW!

A friend of mine showed me this little gem. I love when companies push the boundaries, obviously with great risk comes great achievement, if it pays off, which it did. This is an amazing advertising piece and will put most other store openings to shame. It is all performed by a light sequence, amazing i know. There is slight confusion over the 4d element but it seems that the 4th dimension is the release of the scent (thanks to new retail blog). The project happened in both London and New York at flagship stores. A huge lighting spectacle, I am in awe of the results and wish i had seen it live. The building starts in its original form, then bricks and mortar move in front of your eyes to create the catwalk and the show continues. I have two favourite sections, firstly the part near the beginning, with the light flying around the building, in and out of the windows, it looks like it is actually happening and secondly where it scans over the building revealing what is actually in the store behind the tough exterior, you still might not be able to touch but you can certainly look.

It's good to see the brand being daring and splashing the cash on this advertising and it certainly makes a bold statement about the brand but it also brings there products to the masses in one swoop. We all like to treat ourselves every now and again and those of us that don't have the luxury to regularly shop in stores like this will save and spend on those classic pieces, an interesting move to include all even though they know who there core market is. On top of this with technology, phones and cameras etc in everyone's bags, the viral on this will have been huge, so they may have paid for the actual light installation but they wont have needed to spend a penny on the advertising.

Its worth taking a look at the making of, wish it was more in depth but gives you a brief overview and how the project mapping technology made it all possible.