Colonie Center debuts innovative advertising

The best kind of advertising catches your eye, draws you in to the product and leads to a purchase.

Zeno, a new kind of advertising, catches your eye and follows it.

Zeno, which was created and developed in Watervliet uses what Jim Lawyer, one of the company's principles, called persistence of vision, the series of compressed and stretched images that extends up to 8 feet and creates an illusion of motion when a person walks by it.

The new type of advertisement debuted Thursday, Oct. 22, at Colonie Center. Using Zeno, clients can create the illusion of rotating cars, flipping cell phones, jumping soda cans and more.

The images are simply displayed on a long piece paper. In between the distorted image are several black lines. These lines serve to fool the eye into seeing the image as moving when a person walks past.

"As consumers walk past, something moves with them," Lawyer said.

The paper is then placed inside two auto-engraved pieces of glass with a light that brightens the image and draws attention.

Lawyer said that this type of advertisement is perfect for a place like Colonie Center, which is now owned by Jones Lang LaSalle. Lawyer said that the thousands of people walking by do not have time to stop and check out more static advertisements.

"Jones Lang LaSalle is consistently on the forefront of new trends in the retail arena, as we know that the landscape is always changing and that staying relevant in the retail industry is the key to success," said Heather Levesque, regional marketing manager, Jones Lang LaSalle Retail. "Zeno is a unique and fresh advertising medium that has the stopping power brands need. We are excited to launch the Zeno program at Colonie Center."

Lawyer said Zeno is still fairly new.

"This is a technology that was created just a little over a year ago," he said. "The possibilities are endless."

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