SEEN & NOTED: NEW YORK, NY - Forever 21, a fashion retailer that offers shoppers the latest in style and trends targeted at the youth market, recently opened a new 4 level, 90,000 square-foot department store joining Aeropostale and American Eagle Outfitters in New York's Times Square. The space, previously occupied by Virgin Megastore, includes a 61-foot wide outdoor LED billboard developed by D3 LED, a leading provider of digital signage and display systems. One of unique features of Forever 21's billboard includes a three dimensional construction of the number 21 projecting out from the main portion of the display. The interior of each number has an integrated LED display that plays synchronized video creating a seamless image with the main screen.
Forever 21's billboard engages people through the use of well executed interactive content that literally stops people in their tracks. The content, created by Minneapolis-based Space 150, an interactive multimedia developer, features 3 young models in vignettes that tease and entice pedestrians to stop and pose for a picture. Each model takes a turn walking onto the screen and attracting attention by smiling, pointing, and gently coaxing people to stop for a moment, a photo is then snapped of the crowd below using a Polaroid camera. The screen goes white for a split second to simulate a flash. Moments later the model reveals an image on screen to the delight of the crowd standing below.
Promotional success is often measured by looking at sales lift—did the campaign move the needle? In this case, Forever 21's billboard needs to be measured by the level of increased consumer engagement and smiles that it clearly has achieved. For a retail brand looking to connect with its customers this level of engagement is worth its weight in gold—and ultimately translates to higher sales.