Citizen Watch Revamps Boutique in NYC Macy’s with AR Display Cases

WatchesDec 13, 2021

Citizen Watch Revamps Boutique in NYC Macy’s with AR Display Cases

The new augmented reality cases bolstered its traffic volume and sell-through rates, Citizen said.

Citizen Watch installed augmented reality display cases at its New York City boutique within Macy’s in Herald Square.
New York—The worlds of online and in-store shopping have continued to mesh as the pandemic shapes consumer behaviors.

Shoppers are looking for the best of both worlds: the easy access to information the online shopping experience provides and the in-person experiences found in physical stores.

Looking to fit the bill, Citizen Watch introduced augmented reality display cases at its New York City boutique within Macy’s in Herald Square.

The company partnered with Pac Team Group, Luminary Design Co., and LG Business Solutions to craft the interactive showcases.

It’s one of the world’s first consumer-facing augmented reality product display cases, powered by LG Transparent OLED technology.

“Our goal for this location was to present a highly engaging sales video that doesn’t require a salesperson and effectively mirrors the digital 360-degree product examination that online shopping has made standard,” said Peter Barry, director of merchandising operations & logistics at Citizen Watch Company of America, in a press release about the displays.

Very few consumers have seen this technology before, Barry said, who noted shoppers looked excited and surprised to see the displays.

WATCH: The New Augmented Reality Display Case at Citizen Watch
“We imagined an experience that pairs the depth of online shopping with the tactile benefits of physical retail,” said Brian Beyt, founder and president of Luminary Design.

“The result is a captivating product showcase that elevates and transforms real watches through a coordinated dance of visual effects, practical product information, and synchronized showcase lighting. All of these elements combine to turn shopping for a watch into an informative and exciting new experience for customers.”

When designing the technology, it was important it be a seamless experience that didn’t get in the way of sales, said Antonio Schiano, Pac Team Group’s vice president of project development.

It’s designed to allow customers to learn more about the products at their own leisure.

“As a high traffic location with significant sales potential and a hugely valuable branding opportunity, the customer experience has to be fluid and allow fast transitions from learning to trying to buying,” said Schiano.

These augmented reality display cases provide “an informative and exciting new experience for customers,” said Brian Beyt of Luminary Design.
These augmented reality display cases provide “an informative and exciting new experience for customers,” said Brian Beyt of Luminary Design.

Another challenge for the team was all the competition surrounding Citizen within Macy’s department store.

The solution was to create a unique aesthetic for the brand, finding a color palette, lighting, and a spatial design that would make Citizen stand out.

“One sure-fire way to hit all those marks was to use a technology that almost nobody has seen before, and Luminary was able to provide that with their unique use of LG’s commercial displays,” said Pac Team Group’s Schiano.

Though Citizen wanted to stand out, the idea behind the design was to make the displays blend in seamlessly and then leverage the element of surprise.

“When what appears to be an ordinary display case suddenly transforms into an immersive product demonstration unlike anything people have ever experienced, it creates a rare moment of genuine surprise and delight,” said Beyt of Luminary Design.

The display can also work in halves, splitting the case between its usual transparency on one side and a product video on the other.

 Related stories will be right here … 

The new displays didn’t require all new content creation, but were able to use tweaked commercial assets and custom visual effects produced by marketing agency The CSI Group, and are still equipped with “industry-standard retail security,” according to Luminary Design Co.

They seem to have had the intended effect, with Citizen noting “almost immediate” upticks in traffic volume and sell-through rates.

“The store has a gravitational pull that others simply don’t have,” said Schiano, adding that the displays generate valuable brand recognition.

“I think the success of this admittedly experimental store concept is going to push competitors to try to recreate our experience, or perhaps consider other cutting-edge technologies to enhance the physical retail journey,” said Barry of Citizen.

Citizen is also exploring ways to use the displays in its smaller stores, he added, allowing the company to promote its products without a sales associate.

“Retailers and designers looking to reinvent in-person shopping in the digital age must be willing to adopt new technologies,” said Dan Smith, vice president of business development at LG Business Solutions USA.

Additional features may be added to the screens, Smith said, including touchscreen capabilities and controls, proximity-based automation that changes content as a customer approaches the display, and QR code-based interaction and screen control that doesn’t require physical contact.
Lenore Fedowis the associate editor, news at National Jeweler, covering the retail beat and the business side of jewelry.

The Latest

Supplier BulletinAug 11, 2022
AGTA GemFair™ Denver – Back and Better Than Before!

Sponsored by AGTA

AuctionsAug 11, 2022
Sotheby’s Is Preparing its First Art Jewelry Auction This Fall

“Art as Jewelry as Art” features works from artists like Salvador Dalí, Alexander Calder, and Max Ernst.

IndependentsAug 11, 2022
Martin Katz Is Moving to a Penthouse

The jeweler is relocating his Beverly Hills store after 20 years and has begun developing a lifestyle brand.

Brought to you by
The American Mined™ Collection: Ethical Sourcing That Matters

Rio Grande provides a pathway to responsibly sourced gemstones.

MajorsAug 11, 2022
Brilliant Earth Opens First Missouri Showroom in St. Louis

It’s the company’s seventh showroom opening this year.

Weekly QuizAug 11, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
Events & AwardsAug 11, 2022
HRD Antwerp Is Bringing Back Its Jewelry Design Competition

The Belgian organization is calling for entries from all over the world, with an eye on attracting emerging talent.

ColumnistsAug 10, 2022
On Data: What We Know About Jewelry Sales So Far This Year

Sherry Smith digs into year-to-date data on lab-grown vs. natural diamonds, the performance of colored gemstone jewelry, and more.

Brought to you by
Knowledge and Skills for Today’s Hot Topics

From laboratory-grown diamonds to design to country-of-origin, GIA's Alumni Collective™ has a seminar to suite your needs.

EditorsAug 10, 2022
Take a Tour Through Buccellati’s Vintage Jewelry Collection

Associate Editor Lenore Fedow leads readers through the Italian jeweler’s works from the 1940s to the 2000s.

CrimeAug 10, 2022
Smash-and-Grab NY Thieves Flee with $2M in Jewels

The NYPD is still searching for the four suspects who robbed Rocco’s Jewelry in the Bronx.

Events & AwardsAug 10, 2022
JA New York Returns with New Designer Gallery

The jewelry trade show is taking place Aug. 14-16 at the Javits Center in New York City.

MajorsAug 10, 2022
GIA Is Now a Sponsor of AGS Young Titleholders

The sponsorship will help fund programs and initiatives in the upcoming year.

MajorsAug 09, 2022
Signet to Buy Blue Nile in $360M Deal

The jewelry giant said the acquisition will allow it to tap into a pool of customers who are younger, more affluent and ethnically diverse.

TechnologyAug 09, 2022
Tiffany & Co.’s CryptoPunk Pendant NFTs Are Sold Out

There were only 250 made available, selling for more than $50,000.

CollectionsAug 09, 2022
Cora Sheibani Shows a Magic Garden of Jewelry at Sotheby’s

The British-based Swiss designer’s “Pottering Around” collection is for sale at Sotheby’s East Hampton starting this week.

SourcingAug 09, 2022
Diamond Price List Introduces ‘Insights’ Platform

It provides real-time diamond market analytics.

SourcingAug 09, 2022
Grandview Klein to Donate Dialysis Machines to Namibian Clinic

The diamond firm will give the donation at a ceremony in Namibia this month during a trip for select retail jeweler partners.

CrimeAug 08, 2022
Nehal Modi Sentenced to 3-9 Years in Grand Larceny Case

He was convicted last month after falsely claiming he had a deal with Costco in order to obtain millions in diamonds from LLD Diamonds USA.

TrendsAug 08, 2022
Amanda’s Style File: Spicy Spinels

Tough, vibrant, and full of personality, spinel is a perfect birthstone for August babies, Amanda Gizzi says.

IndependentsAug 08, 2022
Gemist, NDC to Offer Custom Pieces by BIPOC Designers

Dorian Webb, one of the designers in the Emerging Designers Diamond Initiative, will be the first to work with Gemist.

MajorsAug 08, 2022
Here’s How to Support Jewelers for Children this JFC Day

The charity will hold its fifth annual fundraising day on Sept. 24.

SourcingAug 05, 2022
Rare Earth Mining Co.’s Bill Heher Dies at 72

The passionate gem lover helped bring more than 300 different varieties of stones to the gem trade.

TrendsAug 05, 2022
Piece of the Week: Storrow Jewelry’s ‘Emblem Rosa’ Charm

The brand has attracted attention for its colorful, vintage-inspired pieces.

MajorsAug 05, 2022
Former Nike Executive Joins Team at David Yurman

Marcelo Tau is the company’s new chief operations officer.

Policies & IssuesAug 05, 2022
Satta Matturi Joins RJC Board

The jewelry designer founded her eponymous brand in 2015 after nearly two decades in the diamond industry.

Supplier BulletinAug 04, 2022
Unusual Jewelry Finds Eager Buyers In Online Auctions

Sponsored by HiBid

CollectionsAug 04, 2022
The Rest of De Beers’ 2022 High Jewelry Collection Is Here

It features fives sets of jewelry.


This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy