To promote Jay Z's new fragrance, Gold, distributor Parlux has launched an interactive windows installation in Manhattan's Macy's that appears to turn passers-by into liquid gold. Created by Kirshenbaum Bond Senecal + Partners (kbs+) and Future Colossal, the windows use Microsoft Kinect to capture pedestrians in 3D and can mimic their movement using imagery of gold fluid. When the passer-by stops moving, they'll see a gold likeness merge out of the background. If they like it, they can share their gold image over social media using the hashtag #jayzgold.
The Jay Z windows, which went live last Wednesday at Macy's Herald Square and will run for two weeks, are the latest in a wave of hi-tech interactive retail window displays in New York, as marketers and retailers up their game for the holiday season.