Since the installation, Alexander Wang has used the screens to display a variety of media, including the brand’s artificial intelligence (AI) Alpha Avatars, who live inside the store and change their appearance every season.
Another challenge with the project was it needed to be executed within a smaller space. As a result, not all the materials could be brought to the store at one time. Thus, a great deal of co-ordination with the rest of the team was required throughout the staging process.
Once the structural work was completed in the store, Twilight began installing the frame which would hold the LED modules. The frame needed to be level across the 39.6-m spread, which spanned around one corner and two door frames. With the frame installed, the modules were stacked like blocks, with each one attached via electrical and data cables. The data leads were then connected to the video controller, and the video controller was connected to a computer. Twilight used a Stratos Media cloud-based content management system, which was installed on the computer, so the store would be able to remotely control the media on the screens. The shop also provided preliminary media to test the screens, as well as helped the store upload and format their media for its debut on the sales floor.
“With digital projects, you often find the client may not be fully prepared to operate the digital display, so you need to provide them with support, to ensure they are ready,” says Gwozdz. “For a new install, the media has often not been developed or previously deployed. It may not have been specified in the scope, but you know you will be the first phone call if the display does not appear the way it was envisioned. It is best to make sure the client has a plan for media at the outset of the project and to start facilitating this early to mitigate that risk.”
The installation was completed in early 2021. Since then, Alexander Wang has used the screens to display a variety of media, including fashion shows from around the world, as well as the brand’s artificial intelligence (AI) Alpha Avatars, who live inside the store and change their appearance every season.
