The New Miracle on 34th Street

The agency behind the BMW iWindow and the Puma JoyPad  are taking invention a step further this holiday season by transforming holiday window shopping into an interactive experience that merges the digital and retail worlds for one of the season’s most anticipated product launches – JayZ’s first fragrance for men: “Gold.” In order to make the brand come to life, manufacturer and distributor of the fragrance, Parlux, tapped Kirshenbaum Bond Senecal + Partners (kbs+) to create a one-of-a kind technology experience for holiday shoppers. Beginning on Wednesday, November 27 and running for two weeks, passerbys will be turning into liquid gold as they pass by the Jay-Z Gold Window in Macy’s located in Herald Square. The window is animated using fluid dynamics, and those walking by the window will cause ripples in the liquid gold field. When pedestrians stop moving, a gold likeness will merge out of the background. Participants can share their golden likeness over social media using the hashtag #jayzgold.

Using Microsoft Kinect, the window can capture a person in 3D and can mimic his movement using imagery of gold fluid. The installation works 24 hours a day, and is so technically advanced that it can even work on the streets in New York City – one of the most difficult tracking environments for a computer to comprehend. Future Colossal collaborated with kbs+ to build the window experience.

Credits

Ed Brojerdi, President, Co-Chief Creative Officer
Izzy DeBellis: Co-Chief Creative Officer
Cesar Rubin: Creative Director
Kevin Keehn: Creative Director
Anna Yeager: Junior Art Director
Chris Lane: Junior Copywriter
Dave Kerr: Design

Steve McCall: President, Business Leadership
Tim Rivera: Group Account Director
Erin Albertson: Account Executive

Matt Powell: Chief Information Officer
Evan Kantor: Director of Special Projects
Matthew Richard: Product Architect
Director of Print Production: Virginia Kornfeld
Experience Design: Jake Lee-High, Future Colossal