Float4, an award-winning multidisciplinary studio that integrates digital experiences in physical spaces, has detailed its work on a major retail concept for a leading luxury department store chain.
The Carousel at Bloomingdale’s, which opened in 2018, is a store-within-a-store with two 35-foot-wide video walls that display thematic content. This in-house pop-up on Manhattan’s 60th Street proposes capsule collections of products chosen based on specific themes, which are also reflected in the space’s decoration and the digital content displayed on the video walls; a result of the 161-year-old institution’s convergence with digital experiences.
The video walls at The Carousel replace the approach of featured shelving and displays, instead highlighting the significance of items through creative capsules.
The goal was to create a one-of-a-kind retail atmosphere that draws customers in and connects them to the carefully picked products from Bloomingdale’s, showcasing the growth of immersive environments in daily areas with the assistance of an immersive digital canvas. This allows for an extension of the real environment, creating movement and action inside the decoration with illusion effects and varying content.
For years to come, the presented material will be able to complement and elevate any chosen theme for any featured product collections.
The Carousel’s programme strategy, coordination, and infrastructure design were handled by Float4. During The Carousel’s first year, Float4 also created the six first pieces of material exhibited on the video walls, as well as the growing concept of the space. Since its debut, the firm has developed a total of 23 content capsules.
Challenge and solution
Float4 had to update the capsule content in advance for future size modifications to the video walls. Because of the big size and high quality of the screens, the design and development of Float4’s original content needed further consideration.
Float4 developed a workflow that could incorporate live action, motion graphics, 3D, and generative material for each capsule. Float4 was able to obtain the correct content production technique to support the construction of each capsule, dynamic display ratios, and resolutions thanks to the studio’s vast knowledge of the latest cameras, software, and rendering tools. The results are being celebrated this week at IAAPA Expo in Orlando.
Themed capsules
Inspired by the theatre scenography of Bridgerton (top right), one of the most popular sets utilises ‘2.5D’ animation and motion design, in which visual pieces slide in and out on-rail to reveal what is behind them.
Based on the smash hit Netflix series, the key themes of romance and intrigue are set in a realm of regency, elegance and imagination. The capsule’s release coincided with the projected resumption of the show’s second season on 25 March 2022.
CGI and 3D animation were used to create Good for the Seoul, which celebrates the vitality, elegance, and culture of South Korea‘s capital. Firstly, a list of Korean terms in which each letter represents a famous landmark, such as Dongdaemun Design Plaza, Gyeongbokgung Palace, or Jogyesa Temple. Then a humorous animation of Kakao Friends characters appears, followed by pop pattern clips of Korean icons including white radishes, persimmon fruits, dumplings, corn dogs, fish biscuits, and ice cream.
Seasonal offerings
Stop motion animation, 3D animation, and generative art are used to create love letters folded into paper planes that fly in flocks, each time following a distinct current and pattern as part of Love Is.
Darcy Miller, the founding editor of Martha Stewart Weddings, curated the Valentine’s Day collection, which included some of her designs as well as romantic pieces from designers such as Aerin Lauder and Tory Burch. Float4 designed a matching content capsule that explored the various aspects of love through five content pieces in colours, themes, and textures inspired by Miller’s aesthetic.
A capsule was also designed for the Chinese Lunar New Year, using 2D animation with motion design components and stock footage with a sequence of three animated miniature scenes inspired by the Chinese folk craft of paper-cutting.
Great causes
The space can also be used to highlight important topics, such as sustainability, the focus of Good for the Globe. Underwater, waves, and marine life were created using a live-action shoot in Hawaii, stock material, and CGI animation. Pro-surfer Quincy Davis curated the product capsule, which included items such as water-saving denim, recycled skateboards, board games made from used fishing nets, and Windex cleaner bottles made entirely of plastic recovered from the ocean.
Stock images and CGI animation were used to create Pride for All, with animations in 2D and 3D.
Out Magazine editor-in-chief Phillip Picardi curated this capsule collection, which included objects that captured the spirit and history of Pride. They include things created by retailers and designers who identify as LGBTQ+ such as size-inclusive labels (Chromat), t-shirts for gender nonconforming persons (Phluid Project), and t-shirts with logos from prominent gay nightlife establishments such as Uncle Charlie’s Downtown, Meow Mix Bar, Paradise Garage, and The Saint are all included (Housing Works x Opening Ceremony).
“Working with Float4 as our content development partner for the Carousel @ Bloomingdale’s since 2018 has been a tremendous experience. In that time, we have collaborated on over 23 branded digital content capsules,” says Kevin Harter, Bloomingdale’s VP integrated marketing.
“Through every capsule they have created, the studio has demonstrated their dexterity with digital media production techniques, such as mixing live-action footage and real-time graphics, as well as their mastery of digital media technology, requiring specialized equipment and meticulous planning to produce content for dynamic display ratios and resolutions.
“The Float4 team custom-designed every piece of content for each specific theme and display technology and were, therefore, able to deliver thrilling and engaging visuals for any environment we wanted to create at the Carousel, thus contributing to making it like no other pop-up shop in the world.”
This year, Float4 has collaborated with Electrosonic on booth #1365, using the Realmotion media server, in collaboration with Smart Monkeys, Inc., to run the booth’s media walls. The booth will have motion interactive content, with which visitors will be able to interact and play.
Float4 Founder & CEO Alexandre Simionescu, account manager Nigel Alexander, and marketing project manager Alexandra Margulescu will be on hand at IAAPA Expo to discuss all things digital experience design for themed attractions and entertainment with attendees.
