VMSD - June 2017 - 16

NEXT STORE
By Brian Dyches, Contributing Writer

It Can't Stay in Vegas
This past March, I was in Las Vegas attending the annual GlobalShop and Digital Signage Expo (DSE) trade shows. Everyone in
our industry who comes to Vegas is reminded that this world (specifically, the Strip) is far from the day-to-day reality of the retail landscape at large. Yet, in terms of impact and insights, it's an amazing
place to study trends. After all, very few destinations get more than
42 million visitors a year to drive an economy where luxury stores
and burger stands sit in close proximity.
I ventured over to The Forum Shops at Caesar's Palace, which often
ranks in the top five highest sales per square foot in the U.S., according
to a 2016 Green Street Advisors report. Simon Property Group's (Indianapolis) signature property often rents space for more than $1600 per
square foot, according to a June 2015 CNBC report, "Malls that rake in
the most sales per square foot." At 680,000 square feet, the mall itself
isn't necessarily that big, but it does have an impressive tenant mix
of 145 specialty shops, 56 of which are exclusive to The Forum Shops.
Simon claims on its website that the property sells approximately
250,000 pairs of shoes and 75,000 handbags each year. Where better to
see the "next store"?
As the old mantra goes, "What happens in Vegas stays in Vegas,"
but now I must reveal my "tell all": In my venture around the mall,
before indulging in a $20 cocktail, I went in search of great examples

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of digital utilization in a place that clearly can afford great experiences. The truth is that only one left an impression, while the others
reminded me of how far the industry still has to go when it comes to
true digital integration and understanding of the basics.
I'll start with one of the best uses of digital integration within a
window I've seen recently: Timepiece outfit Breitling (Grenchen, Switzerland) is to be congratulated, not only for its clever use of screens, but
also for its commitment to engaging, on-brand content. The retailer is
known for precision-made chronometers - especially useful to aviators
- hence the theme and the range of its window visuals. Within the busy
mall, the display's moving, "activated" dials immediately drew my attention. The digital screen replicates nine watch faces with bezel details
which morph into an aircraft flight control panel, creating a series of
dials that any Breitling fan would be drawn to. The image then changes
from flight controls to old-school-style flip letters, reminiscent of vintage
airport signage, spelling out the brand name. All of this made the products' several-thousand-dollar price tags seem a little more attainable.
Yet, some disappointment set in when I walked into the store, as I
saw example after example of missed opportunities; its use of digital
screens appeared incongruent to its brand message.
Michael Kors (New York) has been a mainstay in American malls
for years. This particular location, however, did what so many oth-

Br ia n DYC HE S , E SC on DiD o, C ali f.

The "outing" and "re-education" of digital visuals in Sin City.

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Table of Contents for the Digital Edition of VMSD - June 2017