News

Selfridges puts on denim and digital signage

August 6, 2013

Selfridges, one of the world's best-known department stores, put on denim and digital signage for the launch of its Denim Studio, which it is calling "the world's largest denim store," at its flagship location on London's Oxford Street, according to an announcement from BrightSign.

The new Denim Studio at Selfridges London encompasses approximately 26,000 square feet and is staffed by 50 denim experts selling a total of 60 brands. Customers can choose from thousands of styles and hundreds of exclusives priced from £11 to £11,000 — and the store used digital signage solution provider BrightSign's solid-state players to drive signage in its famous storefront windows, the announcement said.

Selfridges hosted an event to mark the launch of Denim Studio, and the solid-state players used in the launch event powered screens in four of the most notable windows in the Oxford Street department store, according to the announcement.

Its most prominent window, on the corner of Oxford Street and Orchard Street, was converted into a "photographic studio" featuring eight screens driven by BrightSign players. Two additional windows incorporated a mixture of portrait and landscape screens delivering a live Instagram feed showing customers wearing their own favorite denims. A final window displayed a looped time-lapse video. Displays in each of the windows also featured a ticker tape based on an RSS feed of Selfridges' own content.

The windows promoting Selfridges' Denim Studio will be on display throughout August.

Learn more about retail digital signage.