Cosmetics titan, Coty, wanted to make a lasting impression at Macy’s Herald Square when launching their new men’s fragrance Encounter by Calvin Klein. They called upon Coloredge executive vice president, Gene Manning, to produce a great in-store and window installation that would not only catch the eye of shopper, but also maintain the sexy, sleek feeling of the campaign.
Coloredge had already been an integral part of developing the look and feel of the Encounter bottle and image. Using the talents of CGI artists, Coloredge created the preliminary loop of the bottle, laying the ground work for the style in which the fragrance would be shown. Taking it a step further, Coloredge went to Coty’s offices and set up a presentation in their showroom, using rear projection and 3M Vikuiti film mounted on glass. This created the illusion of the image floating in midair. Coty was so pleased with the result that they exported the presentation to Croatia, where they were holding their annual company meeting for all the top executives. Again it was met with an overwhelmingly positive response.
As fashion week was quickly approaching, Coty wanted to make a big splash with their new men’s fragrance at Macy’s and Coloredge was up for the challenge. Highlighting the beautiful Encounter ad shot by Steven Klein, starring actor Alexander Skarsgard and model Lara Stone, there was no question that rear projection and Vikuiti film once again would be the canvas used. A window on 34th street and the men’s fragrance department on the main floor would both feature the projections.
For the window, Coloredge mounted a piece of Vikuiti directly onto the glass. Immediately behind was the projector and media player, masked out by navy gatorboard. A hole was actually cut out to allow the projection light through. The visual was arresting- it appeared that the Encounter commercial was suspended in the glass. Inside the store was a little trickier. The film needed to adhere to something clear, so Coloredge custom built a seven foot plexiglass monolith with an Encounter branded vinyl wrapped base. The Vikuiti was attached at the top and a projector was suspended from the ceiling. It had the same magical effect as the window on 34th street and definitely drew attention to the Calvin Klein cologne.
The Encounter window and floor presentation was up for one week in Macy’s and was a huge success for Coty and Coloredge. Because of the excitement surrounding the Encounter install it will certainly be resurrected again.
Click here to view the Calvin Klein Encounter video.
Coloredge is the largest provider of visual imaging solutions for luxury brands and retailers. With nationwide operations in New York City, Los Angeles, Atlanta, and Carlstadt, NJ, Coloredge creates high-impact visual spaces for retailers, museums, events, arenas, and corporate environments. In addition to wide-format imaging and digital display solutions, Coloredge provides leading brands with end-to-end creative production services including pre-media, studio photography, CGI/3D imaging, creative retouching, package prototyping, and digital asset management.