NEW YORK — Lord & Taylor is taking its customers behind the scenes of its fall fashion shoot with splashy new video technology for window displays.
A video of models on the set and close-ups of vintage necklaces, suede boots, crocheted sweater dusters and other looks from the pre-fall L&T catalogue are vividly depicted in the Fifth Avenue windows on seven state-of-the-art video "cylinders." Each video cylinder stands 7 feet, 2 inches tall, and runs continual three-minute loops with images of the fashion shoot highlighting western, bohemian and embellished looks.
For further effect, images reflect off mirror panels just behind the cylinders, and the video runs on the huge arch above the store's main entrance and is visible from across Fifth Avenue. The backdrops to the windows are clear but mimic the shape of the cylinders, Rootstein mannequins straddle the video cylinders and LED projectors on the back walls are computerized to change the colors of the lighting against the walls. The video was shot by Orasis, a Greek film company that made ads for the Athens Olympics.
The presentation is dubbed "Advance Notice," since it promotes pre-fall in a technologically advanced manner. Lord & Taylor for the past five years has become more daring with its windows to make the store more of a destination and to update its image. L&T has placed Corvettes in its windows to promote Father's Day, and famous artists ranging from Larry Rivers to Red Grooms have been showcased. Grooms created special artwork for scaffolding just above the main floor.
"Last year, when we presented 'Advance Notice,' we had 54 flat screens in our windows. It was so well received that we wanted to raise the bar," said Lavelle Olexa, senior vice president of fashion merchandising.
"How do you know when a window display works? That's always subjective, but when you start seeing people stop and take a look, you get a pretty good idea, particularly with all the men who look at this technology," Olexa said.
Manoel Renha, divisional vice president of visual merchandising, fashion and special events, added, "Fashion is always the most important, but visual merchandising is more than showing fashion. It's about creating an experience for the customer. That's what we tried to achieve."
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)
"That's something that resonates with me too because I'm so locked into a number. If I go over that number it completely ruins my day so it's nice to get detached from the number on the scale." - Chelsea Handler on Kelly LeVeque's book "Body Love." #wwdeye (📷: John Salangsang)