Apple, Union Square, San Francisco Couresy of Apple, Cupertino, CA What Works: That screen! It acts as a beacon to draw in tourists and locals. It is beautifully designed into this impressive flagship store’s interior, creating major curb appeal through its glass façade. What Doesn’t: While I’m sure whatever appears on the screen is beautiful … Oh, what am I saying? There’s nothing wrong with this. Why: It’s hard to argue with the super-high resolution of a massive 6K video w

American Eagle Outfitters, Times Square, New York What Works: Form, presence, motion. In a sea of bright lights, the sculptural form of this digital “billboard” stands out. The content is tailored to cascade down from the smaller screens to the larger screen closest to the street. Its user-generated content is an excellent way to bring customers into the fold, from wherever they connect with the brand, and elicits a sense of community. What Doesn’t: The lack of immediacy. In