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Christie's MicroTiles digital signage product has been used in a display for Fresh, a beauty brand within the LVMH Moët Hennessy - Louis Vuitton group, designed as part of a 'multi-sensory experience' for shoppers.

One MicroTiles display installed in the Fresh flagship branch in New York City, USA, measures 4 x 8' (1.2 x 2.4m) and is made up of 24 tiles, while a nine-tile display is at the front of the shop. The displays are intended to 'complement the store's four interactive "destinations" to excite the senses of sound, sight, smell, taste, and touch', says Christie.

"Christie MicroTiles have a 'magic invisibility' that integrates them into the fixture, so that customers no longer see the technology but the content," says Caleb Mulvena, principal and co-founder of Mapos, designer of the displays.

"They have a painterly quality to them that seamlessly communicates the Fresh message to customers, focusing them on the content without distracting from the fixtures or the products. They can exist in a very intimate space – their essentially limitless resolution allows people to walk up to them and read as though they were reading from a piece of paper."