Digital signage brings Barneys NY holiday window to light

Digital signage brings Barneys NY holiday window to light

Visual solutions and digital signage provider Christie announced it partnered with Barneys New York again this year to create a one-of-a-kind holiday window display on New York City's Madison Avenue.

Christie's digital lighting effects were mapped to a glass sculpture by famed glass artist Dale Chihuly, with a choreographed projection of light to create the illusion of ice, snow, and moonlight, "adding a fluid and kinetic quality to the sculpture," the announcement said.

Christie display tech also is present in a second holiday window display at Barneys, "Arctic Chase," sponsored by Lexus, that features penguins perched atop miniature cars navigating a winding winter road. An animated short film is shown on a two-by-four video wall composed of Christie FHD461-X flat panels.

"We have been incredibly fortunate to have a partner in Christie," said Dennis Freedman, creative director for Barneys New York, in the announcement. "In addition to their high-performance technologies, Christie brought a lot [of] value and expertise from the conceptual and creative perspective, and it has worked out to be an incredible collaboration. To watch how they work to create the content and the effects was extraordinary."

In the Chihuly window, the lighting cycle starts with pure white before moving into a sequence of snow flurries, ending in fiery display of red and yellow light projected onto the 700 hand-blown glass "Icicle" elements. The scene is an interpretation of fire and ice, analogous to the heating and cooling involved in the glassmaking process. The choreographed projection is accompanied by a modern adaptation of a score by Claude Debussy, one of Chihuly's favorite composers, according to the announcement.

A third window display features slowly evolving ice castles, while a fourth display treats pedestrians to live ice carving demonstrations. Altogether, the windows are intended to produce an immersive visual narrative that engages pedestrians in a dramatic way, creates conversation and leads them into the store. The holiday windows will be on view at the Barneys New York flagship store through Jan. 3, 2016.

"Projection mapping upon 700 pieces of hand-blown glass has never been done before and is very difficult to replicate. It's an enormously creative and technical accomplishment, and is the kind of successful 'art-meets-retail experience' that we'll see emerging all over the world in the next few years," said Sean James, vice president of Christie Global Professional Services. "It's always a great pleasure to partner with Barneys. They are true visionaries in terms of designing retail experience for today's savvy consumer, and they understand how technology and creativity can enrich the brand and the level of connection with their clients."

This deployment marks the first time Chihuly has used 3D digital mapping and choreographed lighting to illuminate an installation, according to the announcement. In partnership with Barneys, the Christie Three Sixty team developed digital 3D lighting experience concepts and content for Chihuly to review and approve.

"Before now, we have never seen projection mapping on glass, but we knew working with Christie this was a challenge we could take on," said Matthew Mazzucca, vice president of windows and wxteriors at Barneys. "We are always workings toward new and innovative ways to integrate technology into our installation and window designs and Christie share the same creative value and expectations, not only catering to the tech savvy but making it universally relatable to any viewer."

Topics: Customer Experience, Display Technology, Hardware, Projection Displays, Retail

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