Jay Z's new fragrance 'Gold' launched with an engaging installation that stands out among the plethora of holiday windows.

An interactive window display at Macy’s in Herald Square, New York, is turning pedestrians into liquid gold reflections in celebration of the launch of Jay Z’s first fragrance for men, ‘Gold.’ The installation, which was conceived and designed by advertising agency Kirshenbaum Bond Senecal + Partners (kbs+), uses Microsoft Kinect and facial recognition technology to detect passers-by, even in the crowded New York square. The motion sensor triggers a ripple in the fluid gold field and when the viewer stop to look at the display, their silhouette emerges out of the liquid metal simulation. Viewers are then encouraged to share their experience using the hashtag #JayZGold. The display was a collaborative effort of kbs+ and experience and interaction design agency Future Colossal for Parlux, the distributor and manufacturer of the new fragrance.

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