Screens in wall promote new store before it opens
A new Nordstrom fashion outlet in New York City has used screens to give shoppers a foretaste of the store while it was being built.
The Nordstrom Rack location at Union Square in Manhattan employed screens mounted outdoors in the wall shielding the construction site from the public.
A video loop showed 30-to-90-second clips of a virtual dressing room with models trying on outfits offered by the clearance retailer.
The aim of the campaign, produced by Identity, was not to promote particular fashion lines but to develop excitement about the store before it opened this week.
Similar screens are to be deployed at other Nordstrom Rack sites under construction across the U.S. The retailer plans 16 new outlets this year.
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