This summer, Crack partnered with American Eagle to create and execute the NEW 77kids Style Lab in their Times Square flagship store in NYC. We helped American Eagle develop and realize their vision of creating an exciting, fully interactive kinetic atmosphere. Crack designed and built a number of experiences that allow shoppers to physically manipulate almost every element of their environment, all while engaging with the brand and product in a rock n’ roll, clothing factory funhouse!

+ Motion sensitive light up staircases

+ Denim wash station with simulated washing/drying machines and functional apparel conveyor

+ Air powered light up ball race game

+ Full motion T-shirt press

+ T-shirt drying station

+ Moving pulleys and gears

+ Custom prize-vending machine and tokens