New York City | The French Champagne house Perrier‑Jouët transforms vacant retail real estate into immersive holiday showcases. In collaboration with Publicis and immersive media specialist Visual Feeder, the brand converted two empty storefronts into luminous digital environments that merge Art Nouveau aesthetics with interactive technology.
DooH: Immersive Window Experience in Vacant Stores
Perrier‑Jouët’s holiday activation spans both U.S. coasts. In New York, the installation occupies 750 Lexington Avenue, a former Innisfree flagship directly opposite Bloomingdale’s. Its floor‑to‑ceiling glass facade makes it one of the most visible retail canvases in Midtown.
A second installation brings the concept to the heart of West Hollywood, positioned at a well‑known Melrose Avenue intersection that attracts cultural influencers and high footfall throughout the year. The dual‑city approach places Perrier‑Jouët in two of the country’s most prominent retail environments, reinforcing the brand’s presence during the busiest shopping season.
Experiences Only at Second Glance
Projection on store windows is a delicate discipline in digital signage. The effect only becomes fully visible in low‑light settings or controlled indoor environments. During daytime, the installation remained almost invisible; even shoppers leaving Bloomingdale’s in the afternoon barely noticed the content.
Yet as dusk approached, the empty facade underwent a dramatic transformation. The darkened storefront turns into a vibrant projection surface, glowing like a modern greenhouse of light, color, and organic digital forms.
Art Nouveau in Manhattan
The content draws heavily from Perrier‑Jouët’s Art Nouveau heritage. The projection evokes the impression of stained‑glass panels, with delicate lines, natural motifs and glowing textures shaping an imagined greenhouse interior. A touch of Paris in New York City.
Flourishing flora, floating butterflies, and flowing ornamental forms animate across the glass, creating an ever‑evolving tableau. Integrated into this environment are campaign visuals featuring actress and director Mélanie Laurent, Perrier‑Jouët brand’s ambassador. Her presence is part of the storytelling without dominating the visual experience.
The storefront does not only display digital art; it reacts to its surroundings. Using real‑time sensors, the projection mapping responds to the movement of pedestrians. When people approach, shimmering particles move across the facade and digital elements appear to awaken. This interactivity gives passersby the sense that their presence is activating and shaping the experience, transforming standard DooH communication into a living, responsive encounter.
To complement the projection, visitors are invited to step into the Perrier‑Jouët universe through an AR feature installed on site. The AR screen composites guests directly into the digital world of the campaign, allowing them to inhabit the Art Nouveau environment and creating an additional level of immersion beyond the window display itself.
In Partnership with Visual Feeder
The project was brought to life by Visual Feeder, a digital media company that specializes in scouting unused storefronts and converting them into unique digital canvases. As many urban high streets continue to struggle with retail vacancy, these types of activations offer an alternative temporary way to animate dormant locations. For brands, they provide prime visibility and creative freedom without the constraints of traditional permanent media placements. For property owners, they bring foot traffic, light, and energy to otherwise inactive retail spaces.
