Gullible is Written on the Ceiling... or in Zara's Case...on the Window Display
In August of 2021, Zara, the international clothing retailer commissioned motion designer Shane Fu to create a CGI animation depicting colorful balls chaotically sloshing in the NYC SOHO storefront.
The videos were initially published on social media and went viral with more than 17 million views. People flocked to the store to see the hyperrealistic illusion only to find out it was solely a TikTok and did not actually exist on the facade of the brick and mortar. This digital art farce installation took Zara one step closer to museumifying their retail experience and sparked a frenzy of social media conversation.
Zara chose their artist well. Shane Fu has a cult NFT art following and is known for blending the lines between fantasy and reality in the digital sphere. Not only does his brand run parallel to Zara's, but he and his work have the "cool factor". There was mutual benefit here.
Although undeniably cutting-edge and trending, Zara's campaign was still a risk. It had nothing to do with their products, and had the power to frustrate their buyers. Although people do tend to like a good magic trick, they do not like going out of their way (in this case, all the way to a storefront in NYC) only to be fooled.
Regardless of the joke being on the buyer, this was a success.
Zara gained coverage. The CGI window display reached audiences that may not typically be targeted for their advertisements and ultimately it disrupted the market. If brick and mortar retail is going to remain in existence it needs to transcend into the digital world. It needs to become something larger than what it sells, more than its values, more than a lifestyle … it needs extend into the palm of people’s hands. Zara took a note from the art world and NFT market it is creating digital value. Zara masterfully built a digital experience that bolstered its on-trend brand, gained attention and displayed 21st century innovation. Genius.
