DynamicVM: Pairing the Right Message with the Right Media
Content strategy and development are key for immersive retail. Marshall McLuhan, the academic who pioneered the study of media culture, famously concluded that "the medium is the message." He defined this to recognize that the medium by which a message is conveyed influences and, in some cases, supersedes the message’s content. In retail, as we compete for consumers’ attention, how we communicate with our customers is ever-changing. With animated, time-based content – dynamic
DynamicVM: Converse
Converse Lovejoy Wharf, Boston What Works: Almost everything. This is one of the best examples of dynamic VM I’ve found. Eighteen squares – 15 static and three in motion; a perfect blend of traditional and digital. I love how the video clips evoke the tone and attitude of Converse’s All Star and Chuck Taylor brands and the static squares put the T-shirts available below on display. What Doesn’t: There’s no real visual hierarchy; it’s easy to focus on the video and not the T-s
DynamicVM: Microsoft
Microsoft Flagship Store, Fifth Avenue, New York What Works: Volume, volume, volume! As the primary visual merchandising tool, the large arrays draw people in and effectively change the environment from moment to moment. What Doesn’t: There is little to no blending or dialog between the one-way, advertising-level messaging on the screens and the products for sale. For example, the Surface products are featured on the screens, but they are not displayed close to the screens. T