When Korean cosmetics retailer Innisfree launched its second New York City store right next door to a major competitor in late 2018, the brand knew it needed a store design that would grab the attention of people passing by and convince new customers to step inside.
Working with Creative Realities, Innisfree decided to capitalize on the store’s curved floor-to-ceiling street-front windows and install a huge, super bright NanoLumens ENGAGE Series LED display that measures 16.73’ tall by 8.66’ wide and is easily seen from the street, 24 hours a day.
Beth Warren, Senior Vice President of Marketing and Retail Practice at Creative Realities told us “The new Innisfree store at Lexington and 59th Street has a variety of technologies to make the shopping experience better, and it starts with the massive NanoLumens LED display that is simply impossible to miss as people pass by the storefront. The store opened right next to a major established cosmetics retailer, so capturing the attention of cosmetics users and having a unique store design and appearance was a top concern. With this stunning display showing peaceful scenes from the Jeju Island in Korea where Innisfree sources many ingredients, any potential customer who walks by is encouraged to step inside and see what the new store is all about.”
The digital signage professionals at Creative Realities took all the variables and store needs into account, and determined that an existing interior wall would be an ideal location to mount a large LED display. After comparing the capabilities, quality and pricing of products from leading LED manufacturers, they decided that a NanoLumens ENGAGE Series display would provide the best picture quality, the most reliable and worry-free operation, and enable the store owners to present beautiful, colorful imagery without creating a tech-heavy appearance.
According to Beth, a major part of any digital marketing effort is sending the right message at the right time, in the right part of the customer journey. By conceiving a digital strategy in this way, Creative Realities can use NanoLumens displays to solve specific pain points such as improving foot traffic, extending browsing times or increasing the value of purchases.
The NanoLumens LED display is mounted straight ahead of the entrance and windows, above a counter of iPads where customers can sign up to be Innisfree members to track their purchase history and receive special offers from the brand. Because the iPad counter puts customers within six feet of the huge LED display, Creative Realities figured out that they needed to use a pixel pitch of 2.5mm to ensure that all content looks brilliant from any distance. NanoLumens delivered the custom-built display to CRI’s exact specifications.
Beth Warren added “NanoLumens was far and away the best solution for this space to achieve the store’s goals. In order to fit with the brand’s biomimicry plant-based design language, this display needed to be the absolute best quality and present a seamless, undivided image that only LED displays can deliver, but also blend into the space without seeming like a boxy piece of technology. Because people would be close to it, it needed small pixel size and excellent color reproduction, along with superior brightness and a slim profile. The ENGAGE Series hit all those marks, and Innisfree recognized it as best choice. Now that it’s installed, the results speak for themselves!”
Once customers are inside, additional technologies help guide their purchasing journey. The store’s skin tone detector assigns a value to each customer’s skin tone, and then suggests the best cosmetics to match their complexion. In another area, a line of LCD displays hang above a colorful product section, with each display relating to the products directly underneath it.
While the store has been quiet about specifics, employees noted that they saw a significant uptick in foot traffic after the NanoLumens display was installed, and noticed an increase in overall engagement and excitement thanks to the digital technologies. The content shown on the NanoLumens LED display keeps with the store’s design influences, presenting images of flowing landscapes and nature scenes.
Besides the technology, the store design features another unique element, particularly for the concrete jungle of Manhattan – several wall sections and a large center display are covered with a variety of vibrant green plants that represent the natural ingredients used in Innisfree’s products.
Content for all the in-store displays at the 59th Street location is managed by a Brightsign player that can be updated by the store as needed.
Innisfree offers innovative beauty solutions powered by the finest natural ingredients found on Korea’s pristine Jeju Island. Thanks to its volcanic origins, this fertile oasis has a unique ecosystem with great abilities to nurture beautiful skin. With the wonders of nature at the heart of Innisfree, they take great care to preserve and protect the environment in all that they do. Innisfree skin care products are formulated with an average of 80% naturally derived ingredients responsibly-sourced from the pure and protected island of Jeju. Innisfree’s extraction methods preserve the purity and efficacy of these wholesome ingredients from plant to bottle, offering advanced formulas for every skin concern. Innisfree practices and promotes green living and supports causes that give back to the Earth and the community.