Citizen Watch is redefining in-store shopping with a groundbreaking augmented reality display at its new Herald Square location in New York City. Using LG Transparent OLED technology, the innovative display overlays stunning digital visuals onto a real watch case, creating a dynamic, self-guided product experience that captures attention and brings online-style interactivity into the physical retail space. Designed in partnership with Pac Team Group, Luminary Design Co., and LG Business Solutions, the installation delivers a high-impact way to showcase craftsmanship and brand innovation without requiring a salesperson.
Strategically positioned in a competitive retail environment, the display engages tech-savvy shoppers with immersive storytelling and real-time visual content, mirroring the clarity and depth of online research. This next-generation experience not only draws foot traffic but reinforces Citizen’s commitment to design, innovation, and leadership in modern retail.