Jay Z is a trailblazer in pop culture with a look that blends effortless sophistication with street-savvy charisma.

We needed to engage shoppers and have them step inside Macy’s Herald Square to purchase the fragrance.

So on the busiest street in Manhattan, on the busiest shopping day of the year, we turned Black Friday (the largest retail sales day in America) into Gold Friday with cutting edge digital technology for a sculptural installation that was a first-of-its-kind.

For the first-time ever, you could transform your reflection into liquid gold in real-time as you walked passed the Jay Z Gold Window.

We transformed a window at Macy’s Herald Square into a digital installation with a 7-foot, 4K resolution display, paired with the Xbox Kinect.

The installation was created with over 600K lines of unique computer code, and 4 PhD students, who turned a theory into a first-of-its-kind dynamic fluid simulation.

Passersby were transformed into liquid gold with 150,000 particles, 1,048576 polygons and 8,294,400 pixels to create a real-time fluid simulation.

Hundreds of thousands of passersby spent hours at the exhibit, turning themselves into liquid gold avatars through real-time motion capture.

Did Jay Z Gold top sales expectations?

It was a top 10 in fragrance sales for more than 3 months from the launch and managed to defy the odds in an overly saturated marketplace.

Did the Jay Z Gold Window directly engage passersby to change consumer awareness?

Using Microsoft Xbox Kinect and analytics, we calculated exactly how many people participated, and even how long they interacted.

Key figures:

143K interactions in 4 days

3,600 impressions/hour

Up to 30 seconds of interaction dwell time

Thousands shared their gold images with social media