CITIZEN WATCH AMERICA

EXPERIENTIAL
VIDEO PRODUCTION
AUGMENTED-REALITY
CREATIVE

A BRAND NEW EXPERIENCE

The new Citizen Watch shop at the Herald Square Macy’s in New York City, is now home to North America’s first augmented reality product display case. Leveraging transparent OLED technology, the new retail display overlays mesmerizing high-impact digital visuals onto a watch display case to pull the viewer in as it reveals the real watches behind the graphics.

A Team Effort

The innovative retail project was brought to life by Pac Team Group, which designed the overall display, Luminary Design Co., which integrated the technology, and Overskies, which ideated, produced and deployed all the content to the application.

Situated in one of the most recognizable and heavily trafficked retail locations in Manhattan, Citizen Watch wanted to stand out among competitors while demonstrating its commitment to technological leadership, and this experience does just that – the first of its kind! 

Overskies produced dynamic 2D and 3D animations that move and shift from individual product features to full-screen content takeovers, even including moments where one half of the display case is transparent, while the other half plays a thrilling product video. The visuals are tied directly to physical watches through carefully timed reveals using “Transparent squares” within the video content. Once a watch is revealed, floating 3D animations emerge from the physical timepieces and fill the screen to provide larger than life 360° views of each model.