HBO Shop

October 1, 2019 Jenn Petersen

Innovative digital signage creates an enveloping retail experience that engages customers and sells merchandise.

Manhattan, New York


Game of Thrones, The Sopranos, Real Time, Boardwalk Empire – broadcaster HBO has set new standards for unconventional programming. With the opening of a flagship retail store in New York, HBO aimed to raise the bar for retail experience in the same way. Great TV shows sell merchandise but, in a crowded retail environment like New York, every store has to fight for attention. Electrosonic worked with Gensler Studio 585 to create an enveloping, dynamic media experience that would attract and engage customers, while encouraging them to purchase HBO related merchandise.

The store is small but expectations are big. So, it was essential that the experience maximized engagement between customers and the HBO brand. A strong street presence was vital to attract customers inside. When they were in, create a mood for buying. HBO content opens unique creative opportunities — the challenge is to transform that to a great retail experience that sells merchandise.

Innovative digital signage brings customers in from the sidewalk with dynamic visuals that are hard to ignore.


Electrosonic engineered and installed large impressive vitrines and audiovisual displays that showcase the HBO brand with striking visuals. The front-facing unit creates a powerful storefront to attract visitors. Three further vitrines and a series of mood walls with projected images, animated LED banners, dynamic lighting effects and themed audio provide an inspiring immersive experience. Centralized control transforms the experience dynamically with content mood and time of day.


Success in retail is not just about products or location; it’s about the relationship between a brand like HBO and its audience. The HBO Shop installation leverages the strength of its TV content and the architecture of the retail space to create an experience that maximizes engagement between the HBO brand and its customers. It’s a stylish, over-the-top store that makes its mark on New York.

"In the spirit of HBO’s tagline ‘It’s not TV, it’s HBO,’ the new HBO store is a bold and unique brand experience." - Gensler

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