Saks Fifth Avenue: 3D Holiday windows

Saks’ new 3D Holiday windows which were unveiled yesterday at Saks’ Fifth Avenue building in New York. The windows use the new creative technology of video-mapping, where a 3D projection appears to change the features of the building itself, and are a world–first in terms of size and scale for this new form of advertising.

Advertising Agency: Iris, USA


CuriousPencil's picture
4227 pencils

While I'm sure sales of snowflakes and bubbles will go skyrocketing, this is possibly the worst waste of a canvas I've seen since I ran out of toilet paper in an artist's studio. Enlighten me as to what's being sold here apart from the whimsical skills of the agency with time and money on their hands?

Take a lesson from the Ralph Lauren spot here http://www.polkadot.it/2010/11/15/ralph-lauren-video-mapping

AlfredoGil's picture
133 pencils

At the very least it definitely draws attention to the store. That Ralph Lauren video mapping blows it out of the water though. It's so immersive! I can't wait to see this technology mature.

morse's picture
16466 pencils

Looks great. But I'm not sure if this qualifies as advertising or rather ambient lighting.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

kholm's picture
69 pencils

Its a great single store promotional stunt at best. I'm sure its generating an ample amount of buzz around the city but it will come up short for any advertising value.

Cheerriiee's picture
952 pencils

This is so Great!, i wish i could be there.

sirvan's picture
29870 pencils

We've seen much better light displays.


"I love some things, and don't love some other things."

shortafella's picture
1059 pencils

no idea here. just dancing lights. where's the "ad" in this?

Guest's picture

Good stuff, an easy way to gain some attention. Saks doesn't need to pitch anything on the side of their building to tourists, they have a specific clientele so this is really just to bring the brand to the top of people's minds for a brief moment before the holidays.

It's not always about an ad with a pitch and a product. Go read a branding book sometime.

Guest's picture

Sure gets attention

Guest's picture

".....a world–first in terms of size and scale for this new form of advertising...." :DDD SORRYY, GAYZZ.


Guest's picture

Looks boring, perhaps the camera angle is wrong, so it is hard to see 3d. And they are not exactly first in the world using this in advertising, I recently saw Samsung using it (which looked way better IMO, here`s a video: http://www.youtube.com/watch?v=k6An9fkKxqk )

JeffP's picture
810 pencils

Cute and festive. Sure to get the attention of the walkbyers - and a positive reaction.

Guest's picture

Very nice! I could stand in front of the store for hours. Should say "come on in" at some point.

DonDraper's picture
18 pencils

projection mapping is all the rage. everyone is doing it. So you have to take it to the next level.
This idea is still in the basement.
Sorry, but I expected more.

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