Jul 23, 2015
Forever 21 // Thread screen live
About a year and half ago, the Los Angeles-based clothing retailer hired the Brooklyn agency to build from scratch a giant, digitally synced adjustable billboard made of cloth, wood and aluminum, to name a few materials—the contraption includes some 200,000 parts, with 6.7 miles of fabric. And now, it's ready to launch.
Now through next Tuesday, the machine will be up and running 24 hours a day, rendering versions of Instagram photos hashtagged #F21ThreadScreen while cameras stream it live atf21threadscreen.com—and send users auto-edited clips of their photos being re-created.