ViCToRiA’S SeCReT ReTAil diSplAy SySTeM
Victoria’s Secret hoped to revitalize its retail design system
with a new store in New York City’s Herald Square - the
world’s busiest retail location. With neutral tones, black
and white photography, and soaring spaces, the new look
was set to establish Victoria’s Secret securely as a luxury
brand. Victoria’s Secret asked frog to create an interactive
video display system that would maximize the flow of traffic
throughout the store, drawing customers deep into product
areas while showing off their revamped new image.
The Value of Brand
In researching retail environments and buying patterns, frog
found that the greatest returns came from in-store displays
with branded imagery, rather than individual product
promotion. With this in mind, we set out to create video
feed that would sell the feeling of Victoria’s Secret, rather
than its specific merchandise, showcasing sensuality and
sophistication rather than the latest panty lines.
Setting a Mood ABoVe
frog worked with a Victoria’s Secret brand marketing team An interactive video system directly engages the customer in the
Victoria’s Secret brand, generating a rewarding buyer experience.
to harvest outtakes from the company’s many video shoots,
so that unused footage of models could be included in the
displays without a breach of contract. We then created a Rose petals tumble across the plasma screens whenever
visual theme of drifting rose petals, the delicacy and luxury the interactive video system is idle. And since the system is
of flowers laying a digital path throughout the store. High- completely networked, playback control and content updates
speed 35mm motion film was shot and enhanced so that are easily handled from a base station in the back office.
the petals could be displayed at a size, speed, and clarity
that would have otherwise been unachievable. And even Result
with the introduction of seasonal video throughout the year, Since its grand opening, the Herald Square location has
this imagery would integrate diverse displays, maintaining a surpassed all corporate expectations, with sales volume
consistent mood within the store. To demonstrate our ideas, far exceeding target figures. Within the first four months,
we generated animated walk-throughs of the store, using Victoria’s Secret had synchronized the displays with
embedded video streams to show the anticipated flow of new seasonal events and messaging three times - each
customers. configuration, a success.
frog worked with architects and contractors to construct a
high-speed network to distribute the video signals. A series
of twenty networked MPEG-22 players and LCD displays
were installed along the length of the escalator, sending
a new “wave” of imagery upwards each time a customer
stepped onto the stairs - a visual escort to the second floor.
There, the customer would be greeted by several larger-
than-life video screens of models walking a Victoria’s Secret
runway, showing customers both the sexiness and the style.
For more information visit frogdesign.com