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Forever 21 Augments Reality In Times Square
Submitted by Macala Wright on 06/27/2010 – 2:43 PM6 Comments | 2,227 views
How does a retailer stand out amongst the millions of messages being digitally projected across Times Square? Forever 21 choose to simply augment their perceptions.
According to Fast Company, the campaign was designed by interactive agency Space150 for Forever 21. The billboard features a model walking in front of an image of the crowd below. The billboard just went live at 10 a.m. on Friday morning; during tests to get make it live, hundreds of tourists stopped and gawked.
James Squires, Space150′s director of technology, told FastCompany, “Since it sits above a pedestrianized part of Times Square, we knew there would be big crowds in front of this billboard all day. But people only look at billboards for six seconds on average. We wanted to extend that.”
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How does a retailer stand out amongst the millions of messages being digitally projected across Times Square?
ripping off others work?
see comments here:
http://www.vimeo.com/12855619
I normally don't allow anonymous comments, but I think this is Chris. If it is – Chris, Fast Company commented in their post “Designer Chris O'Shea points out the Times Square billboard's similarity to a project he did last year in London, called Hand From Above. Check it out here.” and Space 150 commented on the video link you've included on how your work inspired them.
There are many people who come before that pave the way for big brands to take it to the next level. Honestly, it happens to the best of us. I've seen this blog, my own strategy work and others ideas downright copied, used for inspiration or modified to be taken to the next level.
I've come to terms with it. Greatness starts somewhere. It might as well me moving the web. When it's blatant, I will post and take credit for it, but starting fights isn't worth it otherwise. Be proud of your work, people who research well will find the starting points, I do that in many of our articles. I've done it with Alice + Olivia and their airbus and Cynthia Rowley's mobile taco truck shop.
We move the web. That's sometimes has to be good enough. People with less imagination and insight copy and rip off, people with creativity and ingenuity can take something and make it mainstream or even make it better.
no not chris, i just knew about the whole issue and looked for more info about it. sure you're right and ideas are never completely new. but in my opinion this is way too similar and a shame that people that call themselves creative are just copying others ideas without giving credit except after being caught.
just wanted people seeing this post to know about the whole story
This is great step forward for fashion in the digital space (even if the idea is copied)! I am definitely going to check it out.
I think great advertising is about effective communication to your target audience and not about being an innovator. And I think F21 has done a great job here.
I think you have to give Forever 21 credit for taking a risk in using Augmented Reality. Whether it was its idea or not, many brands are still timid about investing in digital marketing, and its great to see a large brand willing to test on such a large scale.
@ttrujillo
Thank you