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New York -- YCD Multimedia, a provider of smart digital signage solutions, announced that Silver Jeans Co. has installed YCD's content management system (YCD|CMS) as the engine behind a new in-store concept.
The new format uses music and video wall technology to build customer loyalty within a multi-sensory environment that captures attention and shares the Silver Jeans' story. The concept debuted at The Woodlands Mall in Woodlands, Texas, is the first of several locations 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-sq.-ft. "loft" store highlights the latest collection from Silver Jeans Co. and offers consumers a personalized approach to a full range of the company's apparel. It has a central sitting area that faces a media wall as the store's centerpiece, a design layout 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. 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, 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."