THE MASTERS OF CLICKS & MORTAR MERGE DIGITAL AND ANALOG MEDIA TO LAUNCH THE ANNIVERSARY SALE - #NSALE
CAN IT BE DONE?
The Nordstrom social team asked us to figure out how to create and install a 14,000 square foot 3-D Instagram post on the roof of the downtown Seattle store.
Here is the initial creative concept and specs from the Nordstrom creative team.
We worked with the internal visual team to coordinate their construction of the hanger with our production of the dress and post.
Here's a quick overview of the process.
STEP 1 - DESIGN & ENGINEER THE POST
Not only does this finished product have to look good, but it needs to hold up to the elements and be able to be secured properly to the roof.
Our design department defined and developed all the processes and specifications needed to properly produce the post portion of the job.
STEP 2 - DESIGN & ENGINEER THE DRESS
One of the goals was to create a 3-D look, so the dress needed to be designed, engineered and constructed separately from the post.
And since the dress is 55 feet tall, the leopard pattern had to be custom made to match the one on the actual dress being sold in the stores.
It also needed to be able to be securely attach to the hanger and post.
STEP 3 - PRINTING
Our state-of-the-art 16 foot wide Durst printer produced all the panels needed to create the post portion of the job.
The dress was printed separately, direct to fabric, on our Durst RhoTex 10 foot wide digital fabric printer.
STEP 4 - FINISHING
The skilled craftspeople in our fabric shop used RF welders and commercial sewing techniques to join all the panels together in perfect registration - and ensure the product would perform in the rooftop environment.
STEP 5 - INSTALLATION
This is where it all comes together.
Our highly skilled install team designed & engineered all the rigging necessary to make sure the post was securely fastened to the roof.
The team coordinated the actual install process to insure a smooth rollout of the post.
These photos and quick video loops tell the best story.
See the entire video below them.