For the opening of Rent The Runway's NYC Flagship Store, RTR partnered with Samsung to integrate immersive display technology throughout the space. I was the creative lead for all content displayed on this technology.
Upon first entering the store, customers are greeted with a huge 9-sq.-ft. video wall just past the entrance. This video not only displays in-house editorial content, but it also reflects real customer reviews, brand mantras with user-generated content from social media.
The main focal point of the space is the centrally-located “Dream Closet,” which combines built-in displays of clothes with four, 32-inch endcap digital displays. The endcap screens highlight the depth of clothing available and serve as a “closet in the clouds,” giving customers access to Rent the Runway’s “endless aisle” of online offerings. While it appears as a video, the kaleidoscope visuals of dresses is a live feed pulling directly from the Rent The Runway site inventory.
The final digital element is Samsung’s 55-inch Mirror Display screen, which combines the clarity of a mirror with the full functionality of a digital display.