L+R's collaboration with the iconic department store Printemps is featured on the cover of Visual Merchandising + Store Design (VMSD) magazine's July/August 2025 issue. The publication highlights our work on Printemps' new New York flagship, a project that created a technologically advanced and cohesive retail experience.
Our strategy for Printemps was rooted in a "subtle technology" strategic approach. Instead of using technology for its own sake, we focused on solutions that enhance the customer experience without being intrusive or distracting. The goal was to seamlessly integrate digital elements into the physical space, making them feel like a natural part of the store's architecture and design. This means the technology works in the background to simplify the shopping process, elevate the brand, and connect with customers in a more organic way.
Redefining Retail with Digital Signage and Wayfinding
L+R developed an integrated system of digital signage and wayfinding for the Printemps New York flagship. This system goes beyond static displays by providing dynamic content and clear directional information to guide customers through the 55,000-square-foot store. The digital signage is integrated throughout the store, offering not only navigation but also real-time updates on product availability, promotions, and special in-store events. This helps to create an intuitive and seamless customer journey.
The Proprietary System Connecting Online and In-Store
A key element of our project was the design and development of a proprietary system that serves as the foundation for the store's unified omnichannel strategy. This system seamlessly connects Printemps' online presence with its physical store. It acts as a central hub, allowing the digital signage and wayfinding to pull real-time data directly from the website's backend.
This integration provides a consistent brand experience across all touchpoints. This proprietary system also enables the in-store displays to show up-to-the-minute inventory information and tailored content based on customer data. The result is a fluid, connected shopping experience that sets a new standard for luxury retail.
The in-store experience at Printemps is a direct application of our spatial computing service line. Spatial computing is an emerging field that uses technologies like augmented reality (AR), AI, and computer vision to blend the digital and physical worlds. Rather than being a separate, futuristic concept, we leveraged it to solve real-world problems within the retail space. This approach allowed us to create a digital layer over the physical environment, enabling things like the smart wayfinding and a connected omnichannel system. It's about using cutting-edge technology to create meaningful, tangible utility for the customer, turning the store into an interactive, data-rich environment that is both beautiful and functional.
About VMSD Magazine
For more than 125 years, Visual Merchandising + Store Design (VMSD) has been a leading authority for retail professionals. The magazine provides up-to-date, innovative ideas on retail design, visual presentations, merchandising strategies, and industry news. Founded in 1897 by author L. Frank Baum, VMSD celebrates the art and science of retail design, delivering information and inspiration from high-level executives who drive the industry. The publication's focus on both the aesthetic and strategic aspects of retail makes the cover feature a significant recognition of L+R's work. You can find the digital issue and subscribe at vmsd.com/subscribe.
