Chanel, NYC

Digital Graffiti Wall

A female using Tangible Interaction's Digital Graffiti Wall

Working with Apologue Studio out of LA, Tangible created two, custom twenty feet digital graffiti art walls running along Wooster and Spring Streets for the grand opening of the new SoHo New York, CHANEL store.

A unique, unifying activity that leaves no permanent trace, the digital graffiti wall gave the star studded crowd of actors, artists, models and fashionistas the opportunity to express their creativity in a group setting. Even Karl Lagerfeld showed his graffiti skills.

Although the technology is complex, the experience is simple. A digital paint palette and interface projected on screens allowed budding artists to select colours and nozzle widths using a Chanel branded digital spray can.

Eight screens embedded in the exterior store hoarding provided the canvas and allowed guests to literally paint with light. All the public artwork was captured that night and then played back on the store front screens for passers by to enjoy the next day.

An individual in front of a colourful interactive screen showcasing the logo for Chanel

Tangible Interaction's Digital Graffiti Wall in the Chanel Store opening in Soho New York (2010)

A Chanel employee handing out black digital canisters

Tangible Interaction's Digital Graffiti Wall Canisters being handed out at the Chanel Store Opening in Soho New York (2010)

Two females standing in front of a colourful interactive backdrop.

Models in front of Tangible Interaction's Digital Graffiti Wall at the Chanel Store Opening in Soho New York (2010)