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Fresh approach from Christie in beauty brand’s flagship store

Andrew Brister 16 November 2011
Fresh approach from Christie in beauty brand’s flagship store

Fresh, a brand within the Louis Vuitton luxury group LVMH Moët Hennessy, is using multi-sensory experiences in its newly renovated flagship store in New York City. Christie MicroTiles is helping the beauty brand to pioneer new trends in the retail industry by combining old-world sensibility with next-generation technology.

Two innovative Christie MicroTiles displays complement the store’s four interactive “destinations” to excite the senses of sound, sight, smell, taste, and touch. Ultimately, the MicroTiles’ brilliant colours, sharp images and tactile-friendly surfaces encourage customers to linger and interact.

“We wanted to animate the Fresh brand visually and texturally, and revitalise its core values that reflect an appreciation for tradition, storytelling, and innovation,” commented Fresh founders Lev Glazman and Alina Roytberg. “We really love how Christie MicroTiles blend in perfectly with the architecture of the store and our products – they are not shiny or glossy like typical LCD and plasma screens, but bring an understated elegance that adds to the immersive, sensory-rich experience of the environment. After installing them in the flagship Union Square store, we are now in a multi-store rollout from the US to Asia.” 

The Christie MicroTiles design encompass a 3-wide by 8-high array (4 feet by 8 feet) Storytelling Wall at the back of the store and a 9-tile front of store display, both of which can be seen from the street and draw passersby inside. MicroTiles in the 9-tile display are evenly spread out in a novel tile-space-tile-space pattern that immediately catches the eye. The media wall is a moving canvas, where the Fresh stories come to life through film and video footage.

Jeff Grantz of Materials & Methods who is a specialist in dynamic media installations, worked with Fresh’s design team on the integration of MicroTiles into the space. Jeff said: “We ultimately wanted to present beautiful images and video, but have the technology disappear. The clients were ecstatic about the end result.”


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