Forever21 Times Square


Client

space150/Forever21

Awards

One Show Interactive – Silver
Webby People’s Voice

Year

2010-2012

Type

Augmented Reality Billboard

Technology

Computer Vision
Augmented Reality
Custom-Made C++ software

Credits

Agency
space150
Consulting & Development
Wildbytes

Why

With over 39 million visitors a year, Times Square is the top tourist attraction on the globe—and the most competitive advertising arena worldwide. Forever 21, one of the fastest-expanding fashion brands, opened their flagship store in Times Square in 2010 and contacted ad agency space150 to make it a groundbreaking experience. Wildbytes partnered with space150 and played a key role in the production, research, and development behind the gigantic billboard.

What

The very first interactive billboard in Times Square features a series of larger-than-life models who interact with the crowds. Passersby can see themselves on the billboard thanks to high-resolution computer vision cameras. Some of the interactions include the model taking a picture of the crowd with a Polaroid camera, the model picking up a person and kissing them to transform them into a frog, augmented reality that alters the square’s environment around the crowd, and an effect that sketches the face of a passerby onto the model’s T-shirt.
All this in real time.

In collaboration with space150, Wildbytes created innovative custom-made computer vision technology that made all these interactions possible in a massively crowded environment.

The result was an interactive billboard that is enjoyed by more than 500,000 people daily.