Beauty brand renovates store with Christie MicroTiles

Christie_Fresh-Union-Square-EW

Fresh, a brand within LVMH Moët Hennessy – Louis Vuitton, has renovated its flagship store in New York with Christie Micro Tiles.

The tile displays complement the store’s four interactive “destinations” to excite the senses of sound, sight, smell, taste, and touch.

“We wanted to animate the Fresh brand visually and texturally, and revitalise its core values that reflect an appreciation for tradition, storytelling, and innovation,” said Lev Glazman who founded the store with Alina Roytberg.

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“We really love how Christie MicroTiles blend in perfectly with the architecture of the store and our products – they are not shiny or glossy like typical LCD and plasma screens, but bring an understated elegance that adds to the immersive, sensory-rich experience of the environment. After installing them in the flagship Union Square store, we are now in a multi-store rollout from the US to Asia.”

Installed by Materials & Methods and following designs by architectural firm, Mapos, the Fresh store’s retail space integrates the technology of Christie MicroTiles with authentic, old world fixtures including a custom chandelier; several walls showcasing customer-created wallpaper; and the “Sensorial Bar,” which houses once-discontinued fragrances available “on tap” for customers to fill mini artisanal bottles with their favorites ones.

Caleb Mulvena, principal and co-founder, Mapos, said the team had to develop an entirely new retail concept for Fresh.

“Christie MicroTiles have a ‘magic invisibility’ that integrates them into the fixture, so that customers no longer see the technology but the content.”

Jeff Grantz of Materials & Methods said Fresh wasn’t originally going to implement digital signage because video monitors, such as flat panels and plasmas, were not refined enough for their brand.

“The designed environment was intended to be very clean, like a modern apothecary store. MicroTiles were the only technology that could support digital video and be seamlessly integrated into the surroundings,” he said.

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