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What It Was

Macy's San Francisco wanted a dynamic holiday lighting display that utilized the latest in technology, but still had a traditional look and feel. The store’s windows look onto Union Square, the busiest shopping thoroughfare in San Francisco. It was an opportunity that could not be missed.

What We Did

Lightswitch worked with Numinus and LED Effects to create frames fitted with RGB LED strips and backed with shear fabric. These frames were fitted into the 30 windows facing Union Square and were animated through the use of video signals. Lightswitch managed the creative direction for the project using Previz renderings as a tool to create the animation content and to program the scheduling computer. The content matched seamlessly with the 3 dimensional Christmas tree affixed to the building facade.

Why It Worked

The display successfully fulfilled Macy's requirements of creating a kinetic, traditional display that minimized visual impairment to the shopper inside the store. Working within an incredibly fast time frame – 3 WEEKS - and a modest budget, Lightswitch's experience with Large Scale LED displays and creating media for them was a great asset to the team.