Hollister's NYC Storefront Uses Audio Visual Projection to Make Waves on Fifth Avenue

SEEN & NOTED - NEW YORK, NY - Hollister's brand is all about Southern California—big waves, surf, sun, and hanging out at the pier—which sounds really appealing when you consider how much snow has fallen in New York lately. When Hollister Co. (a division of Abercrombie & Fitch) extended this concept to their newly opened flagship location on New York's Fifth Avenue, they needed to coming up with new way to attract attention while making sure to maintain the integrity of the brand's image. To achieve this the new store utilizes an audio-visual projection system to display a live video feed from Huntington Beach, a beach in Southern California, across the storefront's 179 glass windows. The video projection is accompanied by an audio sound track of ocean waves crashing on the shoreline with a video of a lone surfer paddling out against the waves moving slowly up and down. The effect is quiet hypnotic and provides a strong contrast of natural imagery against the concrete and steel of New York's Fifth Avenue and capturing the attention of pedestrians passing by.

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