ODD Lights

ODD, a luxury retail store located in New York City’s Lower East Side neighborhood approached Antarctic to create awareness of their retail store that was open daily from 10-7pm.

Our Approach

We knew ODD was located on one of the busiest nightlife streets in New York City and wanted to take advantage of this foot traffic to build awareness of the retail location. We conceived of a plan to bring the store to life at night by embedding LED lighting which could be manipulated by the movements of people walking by the storefront windows. By taking an refined art driven approach to the project we were able to clearly communicate to the prospective audience who the store is and what they sell.

The Results

Articles in Cool Hunting, Vice Creators Project, Fast Company, and Ad Week Over 50,000 social media impressions, and 250,000 physical interactions to date


Web Design, Web Development, Back-End Dev, Do Good, Creative Direction

Modo Yoga