NORDSTROM STREET STYLE
To celebrate the launch of their new Columbus Circle location, we collaborated with Nordstrom to create an enchanting in-store experience. Leveraging New York’s Street Style/Fashion Story to generate buzz and awareness around the new Menswear store in Columbus Circle, NYC.
Physical scenes combined with augmented fashion photography and animated graphics, bring NYC street style culture right into the store. 3 physical sets represent surreal street-inspired scenes, each one providing clues about hidden fashion narratives.
When users scan the scenes with provided tablets, they open a window into an immersive world that merges the physical and virtual, revealing the characters that populate NYC streets. Models with Nordstrom selected garments instantly appear on the physical sets to complete the narratives, together with fun glitches and sleek animated graphics.
Nordstrom Street Style is a glimpse into the future of retail: a new, innovative way to tell the classic fashion story.
Nordstrom New York
Agency: Fake Love - The New York Times
Creative: Sofia Aronov, Craig Smith
Art Direction: Sofia Aronov
Graphic Design: Sofia Aronov, Austin Watts
Concept Art: Sofia Aronov, Kurt Huggins
Animation: Sofia Aronov
Technology: Gene Han, Joshue Ott
Production: Ryan Decker
Fabrication: SFDS LLC
Photography: Clement Pascal
Models: Lewis Carter, Ralph Souffrant, Luca Bertea