LG Equips Citizen Watch Shop With Fascinating Augmented Reality Storefront


The Citizen Watch boutique in a New York City department store overlays compelling, high-impact digital visuals on a watch display case to entice onlookers as it showcases the real watches behind the graphics. The innovative retail project is the brainchild of Citizen Watch with designers from Pac Team Group, design-build firm Luminary Design Co. and LG Business Solutions USA.

Located in a recognizable and highly frequented point of sale, Citizen Watch wanted to stand out from its competitors. The main focus of the placement was to showcase a highly engaging sales video that doesn’t require a salesperson and effectively reflects the 360-degree digital examination of products that online shopping has normalized. It was crucial that the store’s technology and digital content was transparent, easy to understand, and didn’t get in the way of sales, while remaining passive so customers could buy and learn at their leisure.

Designing a digital shopping experience

Recognizing the appealing effects of living digital content, it was clear that a technology-based approach would be most appropriate for today’s shoppers who expect clarity and modernity when researching purchases or building brand loyalty. . Pac Team Group store designers reached out to LG, who helped them choose the best products and introduced the team to digital experience experts at Luminary Design Co.

Luminary envisioned an experience that combines the depth of online shopping with the tactile benefits of physical retail. The result is a captivating product showcase that elevates and transforms real timepieces through coordinated visual effects, practical product information and synchronized showcase lighting. All the elements combine to transform the purchase of a watch into an informative and exciting new experience for customers.

Luminary has leveraged its experience with LG Transparent OLED technology to make it virtually “disappear”, creating something that fits perfectly into Pac Team’s retail environment – something that looks nothing like technology. What seems like an ordinary showcase can suddenly turn into an immersive product demonstration like never before, creating a rare moment of genuine surprise and delight.

The LG display solution for Citizen Watch

The new display and retail experience didn’t even require the creation of any new content, instead relying on a combination of revamped retail assets and custom VFX produced by The CSI Group. Dynamic animations move and switch from individual product features to full-screen content takeovers, even including moments where one half of the storefront is transparent, while the other half plays an exciting product video.

The visuals tie directly into the physical watches through carefully timed reveals using “transparent squares” in the video content. Once a watch is revealed, floating 3D animations emerge from the physical watches and fill the screen to provide larger-than-life 360° views of each model.

The final video is a nearly 10-minute loop that examines the inner workings of the famous Citizen watches, with the existing video repurposed and edited to take advantage of the specific strengths of the transparent display technology, including graphics that appear holographic. Producing content for display is an art form in itself – small details can make on-screen images magical in ways that no other display technology can.

The experimental store concept pays off

The Augmented Reality Showcase uses state-of-the-art LG display technology that very few consumers have seen before. Visitors are immediately drawn to it.

Considered one of the world’s first uses of an augmented reality storefront for consumers, it’s popularly referred to as “the next generation of physical retail.” And it’s easy to see why – Citizen Watch noted an immediate increase in traffic volume and sale rates. For the company and its customers, the concept store is a success.

Citizen believes the success of this admittedly experimental store concept will spur competitors to try to match its experience, or perhaps consider other cutting-edge technologies to enhance the physical retail journey. Internally, Citizen has already recognized other ways to use LG Transparent OLED displays, even in their smaller stores.

As customer expectations come and go, Citizen is always looking for the next step, and this semi-automated demo and sales system is perfect for promoting their products without a sales associate.

The store has a gravitational pull that others simply don’t, which generates valuable brand recognition and respect while increasing traffic and subsequent sales.

Equipment Highlights

LG’s transparent OLED technology


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