Sensuality on Display
Victoria’s Secret hoped to revitalize its retail design system with a new store in Herald Square in New York—the world’s busiest retail location. With neutral tones, black and white photography, and soaring spaces, the new look was set to reinforce the brand’s luxury position. To enhance the stores new look, Victoria’s Secret asked frog to create an interactive video display system that would maximize the flow of traffic throughout the store, drawing customers deep into product areas while showing off their revamped new image. After the store’s opening its sales exceeded all targets. Plus, the display system created by frog proved easy to reconfigure for seasonal promotions.
Instead of promoting products, we created a visual system that would showcase sensuality and sophistication.
Getting passers by to stop and watch video of Victoria's Secret models was not difficult. The challenge was creating customers out of these people by drawing them deep into the store. The videos needed to be both part of the retail experience and a sales tool.
The system frog came up with consists of multiple large flat screen displays spread throughout the store and, most prominently, running upwards between the escalators to draw customers up to the second floor. Rather than using the displays to promote individual products, we set out to create a visual system that would sell the feeling of Victoria’s Secret, showcasing sensuality and sophistication rather than the latest line of panties.
We worked Victoria’s Secret’s brand marketing team to harvest out-takes from the company’s many video shoots, so that unused footage of models could be included in the displays without a breach of contract. We then created a visual theme of drifting rose petals, the delicacy and luxury of flowers laying a digital path throughout the store. And
even with the introduction of seasonal video throughout the year, this imagery would integrate diverse displays, maintaining a consistent mood within the store.
We created animated walk-throughs of the store to show how the video streams on the screens would enhance the atmosphere and draw customers through the store. Executives loved these proof-of-concepts and gave the go-ahead on production soon after viewing.