Conde Nast's Glamour takes cues from Cheil's Grand Prix-winning Homeplus outdoor effort and brings the shoot-to-shop idea to a wall outside The Standard Hotel in NYC's Meatpacking District. The magazine partnered with its advertising partners like C.O. Bigelow, Unilever and Elizabeth Arden for the products that stocked the virtual shelves. Like the Homeplus effort, Glamour's shoppable wall lets consumers scan 2-D barcodes with an app on their phone to buy the actual products and have them shipped straight to their doors.
The idea was conceived in-house--and was directly inspired by the Homeplus idea. SpyderLynk provided the SnapTag technology that allows shoppers to shoot the products to purchase and The Displayers worked on the actual build.