YCD Multimedia, a provider of smart digital signage solutions, today announced that Silver Jeans Co., a producer of high quality and well-fitting jeans in the mid luxury denim market, has installed YCD's content management system as the engine behind a new in-store concept. The new concept uses music and video wall technology to build customer loyalty within a multi-sensory environment that captures attention and shares the Silver Jeans story, according to a press release from the companies. The concept store at The Woodlands Mall in Woodlands, Texas, is the first of several stores marking Silver Jeans' transition to exclusive brick-and-mortar retail. All content management strategy and services are planned and controlled by ScreenPlay Entertainment.
The 1,536 square foot "loft" concept store highlights the latest collection from Silver Jeans Co. and offers consumers a personalized approach to a full range of the company's apparel. The highly stylized store is designed to give a feeling of being timeless and comfortable, just like Silver Jeans Co. products. The "loft" concept offers a central seating area that faces a media wall as the store's centerpiece, a design feature that will be part of the store architecture at Silver Jeans' new retail locations.
YCD and ScreenPlay partnered to provide the sight and sound for this experience. The audio-visual concept needed to be designed carefully to complement the brand's classic, yet cutting-edge feel. To provide the media, ScreenPlay crafted a custom program that encompasses music videos, as well as the store's branded media pieces. The goal was to create an audio visual experience that would give both staff and customers an opportunity to hear music with a "you heard it here first" feel. The challenge was to meld breaking indie rock with timeless classics to create a musical fusion indicative of the Silver Jeans brand.
"Music has been an integral part of denim culture and our show celebrates that relationship our way," said Darren James, senior director of retail operations for Silver Jeans Co. "The decision was all about brand and we believe the indie music scene celebrates our 'independent and free' brand value. The artistic nature of the video content celebrates the expression of one's 'true self.' ScreenPlay fundamentally understood the sound of our brand on the first pass."
Read more about in-store media.