Located in the Beats By Dr. Dre store in NYC, a&g Labs installed a 6-foot interactive "tree" made out of Beats Pills.

a&g Labs, the innovation unit of advertising agency Allen & Gerritsen, has installed a 6-foot Christmas tree in the Beats By Dr. Dre flagship store in New York City. An interactive in-store experience, which features a musical winter wonderland, has the unique “tree” as its centerpiece.

Comprised of Beats Pills, the brand's portable, wireless speakers, it is powered by social media. Fans can tag their Instagram photos with #BeatsHoliday to see the images appear on digital screens decorating the tree.

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