design:retail - January 2015 - (Page 22)
innovation
022
Bright Lights,
Big Pretty
T
HERE IS NO QUESTION spirits
are bright in New York during the
holidays, especially on Fifth
Avenue. Window spectaculars
from Lord & Taylor, Bergdorf
Goodman and Saks are decadesold traditions attracting residents and tourists
alike to "ooh" and "aah."
This past Christmas, Saks Fifth Avenue's 1924era landmark flagship shined a bit brighter than
before. On Nov. 24, the venerable retailer threw
the switch on "An Enchanted Experience," the
first holiday event for new Saks President Marigay
McKee (who also is transforming the interior), and
unveiled its six show-stopping holiday windows
with an illuminating twist. "Holiday windows are
meant to be a source of entertainment," says Mark
Briggs, Saks' chief marketing and creative officer.
JANUARY 2015
DESIGNRETAILONLINE.COM
"For An Enchanted Experience, we blended oldfashioned techniques with the latest technology."
Six state-of-the-art, 3-D projectors with 26,000
lumens enabled Saks to amp up its exterior lighting display to encompass the original nine-story
building, incorporating 71,000 lights and 11,000
linear feet of garland stretching 30 ft. high. The
animated program played six times per hour,
daily, until Jan. 4, 2015.
Saks collaborator American Christmas integrated garland, swags, uplights and strobes
into a video projection mapping show synchronized to music. "Enchanted" is the first video
projection mapping display to incorporate hard
(fixes) lighting into the programming, notes
Fred Schwam, president of American Christmas.
Video projection mapping has the capacity
to transform any object into a screen without
distortion. Mount Vernon, N.Y.-based American
Christmas has worked steadily with Saks since
2004 with "Snowflake Spectacular," a custom exterior light show featuring 50 giant snowflakes lit
with LEDs synchronized to music. "The display was
the first of its kind, and was quite popular from its
debut until being retired in 2009," Schwam says.
The latest project took shape in early 2014 with
Briggs and Christopher Wieliczko, Saks' senior
design director. "An Enchanted Experience rediscovers the enchantment of Saks Fifth Avenue's
Art Deco past and fuses it with renditions of
classic fairytales staged within prominent New York
landmarks," Briggs explains. "[It's] two worlds, both
full of wonder and enchantment [that] are merged,
creating not only this fantastical ride through
New York, but also through the history of Saks
Fifth Avenue."
- Janet Groeber
Photo courtesy of BILLY FARRELL AGENCY
http://www.DESIGNRETAILONLINE.COM
Table of Contents for the Digital Edition of design:retail - January 2015
design:retail - January 2015
Contents
Editor’s Note
Show Talk
On Trend
We Love This!
Designer Picks
Innovation
How’d They Do That?
Postcard
Mingle
Have You Heard?
The Visual Eye
Searching for Steve Jobs
West Elm
Winning Windows
Birchbox
Holt Renfrew
Visual Products
Products
Backstory
design:retail - January 2015
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