LG Completes Store Citizen Watch With Augmented Reality Display Case
The Citizen Watch store in a major New York City department store layered stunning digital visuals into the watch case to entice consumers in as it showcases the real watch behind its graphic visuals. This innovative retail project was the brainchild of Citizen Watch with designer Pac Team Group, design-build firm Luminary Design Co. and LG Business Solutions USA.
Designing a Digital Shopping Experience
Recognizing the exciting effects of digital content, it is clear that a technological approach will be most appropriate for today’s shoppers who need explanation and modernity when researching purchases or forming brand loyalty.
Luminary envisions an experience that combines the depth of online shopping with the benefits of a retail store. The result is a captivating product showcase that elevates and transforms the original watch through pre-programmed visual effects, practical product information, and synchronized storefront lighting. All the elements combine to turn watch shopping into a new experience that is both informative and engaging for customers.
Luminary leveraged its experience with LG Transparent OLED technology to make it almost “disappear”, creating something that fits perfectly into the retail environment something that doesn’t look like technology at all. What seems like an ordinary storefront can suddenly turn into an immersive product demonstration unlike anything anyone else has ever seen, creating moments of surprise and excitement.
LG Display Solution for Citizen Watch
The new display and sales experience doesn’t even require the creation of new content, instead relying on a combination of reengineered commercial assets and custom VFX. Dynamic animations move and move from individual product features to full-screen content takeovers, even including moments where half the storefront is transparent, while the other half plays the other product video.
Visuals tied directly to the physical watch display carefully timed using a “Transparent Box” in video content. Once the watch is displayed, a floating 3D animation emerges from the physical watch and fills the screen to provide a larger 360° view of each model.
The final video is of the inner workings of Citizen’s famous timepiece, with the existing video tweaked and tweaked to take advantage of the specifics of the transparent display technology, including the holographic-looking graphics. Content production for displays is an art form in itself—small details can make on-screen imagery magical in a way that no other display technology can.
Store Concepts With Experiments Delivering Results.
The augmented reality display uses cutting-edge LG display technology that consumers have rarely seen before. Visitors are immediately attracted to it.
Considered one of the world’s first uses of an augmented reality storefront, it is common for someone to call it “the next generation of physical retail.” And it’s easy to see why— Citizen Watch recorded an immediate increase in traffic volume and sales-through rates. For the company and its customers, concept stores were a hit.
Citizen believes the acclaimed success of this experimental store concept will encourage competitors to try to match its experience, or perhaps consider other cutting-edge technologies to enhance the physical retail journey. Internally, Citizen has figured out other ways to use LG’s Transparent OLED display, even in their smaller store.
The store has a gravitational pull that no other store has, which generates valuable brand value while increasing traffic and subsequent sales.