MTA and advertising partners are adding some color to a subway station in Manhattan.
CBS Outdoor set up a “virtual retail” pilot program with L’Oreal Paris near the 5th Avenue entrance of the Bryant Park-42nd Street station.
Project representatives say the interactive display “detects colors in an outfit, picks out the most prominent and related color palettes, then recommends L’Oréal Products to match.”
Customers can buy products immediately at the display.
The MTA says it will “evaluate whether it can be replicated and scaled up as a new form of commerce that could enliven subway stations and generate rental revenue to help support mass transit.”
The MTA has been reviewing the potential of empty spaces within the system. UNIQLO, a clothing retailer, opened what is described as the MTA’s first “pop-up store” last month in Union Square. A pilot program for this concept was tested with an independent media seller at the Lorimer St/Metropolitan Av station in Williamsburg, Brooklyn in July.
“Pop-up stores will provide a fresh and beneficial element to our stations while also improving the image and desirability of retail space in the subway,” said MTA Chairman and CEO Thomas F. Prendergast. “This is another example of the MTA working to make better use of its real estate portfolio and improving the subway environment for customers at the same time.”
Advertising revenues alone have generated more than $125 million dollars a year recently for the agency.
In other news from PIX11′s Greg Mocker, FASTRACK work begins tonight and runs this week on the D line in the Bronx.
No D trains between 205th St and 161 St-Yankee Stadium. Riders should take the 4 train. B service ends early each night. Bronx-bound D trains skip 155th St.