space150: forever 21 interactive billboard
jul 02, 2010
space150: forever 21 interactive billboard

forever 21 billboard by space150 in times square, new york
all images courtesy of jason decrow, ap images

american communications agency space150 has recently unveiled an
interactive billboard
designed for youth fashion brand forever 21.
taking over virgin’s iconic and historic location
in times square, the
new digital billboard features virtual models interacting with the
in a number of ways: a polaroid is taken of the street and
instantly shown by the model to the crowd,
an individual is picked up
and turned into a frog by a kiss, while some are snuck under a hat
dropped into a shopping bag to get toted off the screen. for this to
work, space150 required
the use of high-tech surveillance equipment and
computer vision technology. the software
identifies and maps the people
below which allows the computer to build a composite image
of them in
near real-time. this data is then used for the simulation with the
virtual model as shown
on the 61-foot screen. the computer also has the
ability to pick out the yellow forever 21
shopping bags in a crowd.
those who are standing below with the shopping bag are more likely
get picked up by the model.

other features of the project include ‘love tweets’, a live on-screen
feed of twitter messages
from fans that include the words ‘forever 21′
and ‘love’. below the billboard, the entrance
of the store uses thermal
imaging cameras to trigger paparazzi-like flashes when a customer
through the door.

forever 21’s new flagship store in times square

virtual model showing the crowd an instant polaroid

crowd member getting picked up

getting dropped into a bag

a kiss from the model

getting turned into a frog

‘love tweets’ on the billboard

Times Square Billboard by Space150 from Cliff Kuang on Vimeo.

via fastcompany

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