The Fresh store in New York renews its image thanks to Christie MicroTiles

Fresh, an exclusive brand belonging to the French multinational luxury goods company LVMH Moët Hennessy – Louis Vuitton, has decided to bet on multisensory experiences for its New York store, recently renovated, and for this it has used two Christie MicroTiles displays with the aim of introducing new trends in the distribution industry.

The beauty brand Fresh has renovated its most emblematic store, located in Union Square in New York, with the collaboration of digital signage solutions from Christie. Two innovative Christie MicroTiles displays complement the four environments’ interactive store, designed to stimulate the ear, the view, the smell, taste and touch. Besides, the bright colors, MicroTiles' sharp images and tactile surfaces invite customers to stay longer in the store and interact.

Lev Glazman and Alina Roytberg, founders of the Fresh brand, have commented that “we wanted to give a new look to Fresh, not only visually, but in terms of textures, as well as revitalize its core values, that are a reflection of respect for tradition, innovation and a desire to tell stories. We love the way Christie MicroTiles blend perfectly with the architecture of the store and our products. They are not the typical bright and overly flashy plasma or LCD screens, but rather they provide the environment with a contained elegance that contributes to the immersive and sensory experience of the environment.. After installing Christie MicroTiles in our flagship Union Square store, The idea is to implement them in all our stores, from the US. a Asia”.

The installation, Materials work & Methods, It has had the technical experience of Christie and follows original designs from the architectural studio Mapos LLC. Fresh's innovative space harmoniously integrates modern Christie MicroTiles technology with authentic, 'old world' original pieces, like a lamp chandelier customized, wallpapered walls with exclusive designs and a 'sensory bar'’ with 'taps’ of discontinued fragrances so that customers can fill small handmade bottles with their favorite perfumes. These unique and innovative store environments are surrounded by ecological materials and highly energy-efficient LED lighting..

A new store concept
For the Multe, director and co-founder of Mapos LLC, Initially, the studio had to conceive and develop a completely new store concept for Fresh. “Christie MicroTiles were the only visual element that Fresh considered essential for its stores, for its elegance, architectural quality and Pantone color matching, an element of great visual impact with unpretentious quality”.

The Christie MicroTiles solution comprises a narrative video wall of 3 cubes wide by 8 high (1,20m x 2,40m) located at the back of the store, and a display of 9 buckets in the front. Both displays are visible from the street, inviting passersby to enter.. The display of 9 quadrants follow a novel uniform 'screen-gap-screen-gap' pattern.’ that immediately attracts attention. This media wall is a 'moving canvas'’ where Fresh stories come to life through new film and video content. Besides, Customers will find more information about the origin and benefits of Fresh products on fresh.com thanks to iPads at their disposal.

“The 'magical invisibility’ Christie MicroTiles makes it blend seamlessly into the space, with which clients do not focus on the technology but on the content”, Mulvena added. “Its pictorial quality allows you to perfectly convey Fresh's message to its customers., helping them focus on the content but without distracting their attention from the decoration or products. The unlimited resolution of MicroTiles, that allows you to get closer to the screen and read as if you were reading on a sheet of paper, facilitates its integration into more intimate spaces”.

Almost invisible technology
Jeff Grantz, specialist in dynamic installations of Materials devices & Methods, worked with the Fresh design team on integrating MicroTiles devices into the space. “Fresh did not plan to include digital signage, since video monitors, such as flat and plasma screens, They lack the elegance that the brand requires. They ended up choosing MicroTiles because their technology maintains the natural appearance of their ingredients and products.. We were looking for a space with very clean lines., a kind of modern pharmacy. MicroTiles was the only technology that could handle digital video and integrate seamlessly into the environment. In the end, What we wanted was to show images and videos of great beauty, without the technology being evident. The clients were fascinated with the final result and, gracias a Christie, installing MicroTiles was one of the easiest projects we have ever tackled”, Grantz pointed out.

Joe Graziano, Christie MicroTiles Market Development Director for Europe, Middle East and Africa, has commented that “due to its long useful life and low operating and maintenance costs, Christie MicroTiles fit perfectly into Fresh's eco-friendly philosophy. Their unique modular design allows them to be reconfigured over time and adapted to a wide range of spaces to convey compelling and visually attractive messages.”. With a great shine and a union joint of just 1 mm., Christie MicroTiles offer multiple configurations to meet the needs of customers looking to display quality video., in any shape and size (from a few to tens of meters).