–Video Screens in Construction Facade Reveal the Virtual Dressing Rooms of New Store, Opening in NYCâ€™s Union Square May 11–
New York, NY — (April 20, 2010)
— Director Andrew Walton of production boutique
was tapped by fashion retailer
to spice up the construction facade of its newest store, the
in New York Cityâ€™s Union Square. In order to whet the appetite of customers waiting for the storeâ€™s grand opening on May 11th, video screens inserted into the facade of the construction site give passers-by a little sneak preview into the store. The video wall will be live until May 5th. To view the work,
Pedestrians walking through Union Square will be able to peer into peephole boxes cut into the construction wall, where theyâ€™ll see a looped video running on mounted monitors that takes them inside a virtual dressing room. There, three attractive models, one man and two women, stand among rolling racks of clothing and try on a variety of outfits. The 30-90 second videos are fun, provocative and playful rather than voyeuristic and perfectly capture the fun of shopping for new clothes.
IDENTITY played an integral role in helping Nordstrom develop this creative concept from the very start. While Nordstrom knew it wanted to use the construction facade — a commonplace sight to New Yorkers — as its communications platform, it wasnâ€™t sure what kind of content these screens would show. Nordstrom brought in Walton and IDENTITY Executive Producer Joe Masi very early in the process to brainstorm and pitch ideas.
â€œOnce we decided on the peephole idea, our challenge was to find a balance in making the films entertaining yet alluring and tasteful,â€? said Walton. â€œWe wanted to get people off the street interacting and engaging with the brand, and to get them talking and excited about the opening of the new store. We in the ad industry have long been decrying the demise of the 30-second spot, so my hatâ€™s off to Nordstrom for its willingness to experiment with new and interesting ways to reach its customers.â€?
Shooting with a Canon 5D camera, Walton directed a one-day live-action shoot at the Fast Ashleys studio in Brooklyn. Models were cast for their look, but also for their ability to connect and have fun with the camera, take direction from the shootâ€™s choreographer and truly get lost in the moment of trying on new clothes.
In a world where sameness is on the rise, IDENTITY wins by imprinting every project with visual sophistication and refreshing individuality. Leveraging a highly-sought after directorial roster, Owner/EP Joe Masi has made his mark on award-winning work for Nintendo, Honda, Budweiser, 7UP, Tommy Hilfiger, Infiniti, and Gucci. IDENTITY fosters and supports an environment where creativity can flourish. Headlining the visual-style genre, IDENTITYâ€™s directors cover the complete range of storytelling and effects. IDENTITYâ€™s directorial roster includes: Anthony Atanasio, Javier Blanco, Laurent Chanez, Scott Corbett, Pierluca de Carlo, Sophie Caretta, Mathilde De Lâ€™ecotais, Leo Kocking, Robert Leacock and Andrew Walton.
Project: Nordstrom Rack
Client/City: Nordstrom / NYC
Launch Date: March 30, 2010 through May 11, 2010
VP Brand Creative Director: Pia Hunter
Corporate IDENTITY Director: Asa Sandlund
Project Manager: Wendy Jackson
Production Company: IDENTITY
Director: Andrew Walton
Executive Producer: Joe Masi
Head of Production: Alana Hall
Line Producer: Bettina Schneider
DP: Jeff Stonehouse
Editor: Ethan Mitchell
Edit House/City: The White House / NYC
Post Production Producer: Melanie Klein
Shoot Location/City: Brooklyn, NY