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 for Business, 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.