This a multi-sensory pop-up media campaign in the Shanghai subway system, marketing a shopping mall called The MIXC.
Put together by JCDecaux, the set-up is a house-like display that blends back-lit graphics with windows that look into flat panel displays, and scent marketing tech.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.