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Victoria’s Secret transformed its 24,000-square-foot flagship at 640 Fifth Avenue in Manhattan into a fully digital retail experience. CrownTV installed 15 synchronized Samsung QM98 and Samsung QM85C commercial displays across the main retail floor and the upper-floor experiential event space, working alongside design partners MG2 and The Lionesque Group. Every screen was installed during store closure with zero disruption to daily operations.
Quick Facts
- Client: Victoria’s Secret
- Industry: Lingerie, beauty, and apparel — luxury flagship retail
- Location: 640 Fifth Avenue, Manhattan, NY (24,000 sq ft flagship)
- Total screens: 15 displays across retail floor and experiential event space
- Hardware: Samsung QM98 (98″) + Samsung QM85C (85″)
- Partners: MG2 (architecture/design) + The Lionesque Group (experiential retail)
- Result: Synchronized large-format displays delivering immersive branded content across the brand’s largest global retail location
About Victoria’s Secret on Fifth Avenue
Victoria’s Secret is the world’s leading specialty retailer of women’s lingerie, beauty, and apparel, operating over 1,000 stores globally. The 640 Fifth Avenue flagship spans 24,000 square feet across four floors and holds the distinction of being the brand’s largest retail location worldwide. The store underwent a significant redesign as part of Victoria’s Secret’s broader brand transformation, featuring lighter walls, inclusive mannequins, and an upper-floor experiential event space complete with a curved bar, VIP seating areas, and floral installations — designed for brand activations, influencer events, press previews, and immersive customer experiences.
We needed a digital signage partner who could match the scale and prestige of Fifth Avenue — CrownTV delivered.
— Client Partner
The Challenge: Large-Format Digital Signage for a Flagship Retail Experience
Victoria’s Secret needed a digital signage system that could deliver a premium visual experience across the flagship’s main retail floor and the upper-floor experiential event space. The screens had to display synchronized content in groupings of three for maximum visual impact — unified brand imagery that would stop foot traffic on one of the world’s most competitive retail corridors. The event space required its own multi-screen setup capable of switching between branded content, live event feeds, and campaign imagery for activations.
The installation also presented strict logistical requirements. All work had to be completed during store closure hours with zero disruption to the flagship’s daily operations. Large-format displays — 98-inch and 85-inch commercial panels — needed to be transported, positioned, and wall-mounted across multiple floors of a high-profile Fifth Avenue building, coordinated with the architectural design team at MG2 and experiential consultants at The Lionesque Group.
The CrownTV Solution: 15 Synchronized Samsung Displays Across Four Floors
CrownTV deployed 15 commercial displays throughout the flagship, using Samsung QM98 98-inch 4K commercial displays and Samsung QM85C 85-inch 4K panels. Screens were configured in synchronized groups of three — each trio displaying unified content that spans across the grouped panels for a dramatic widescreen effect. The upper-floor event space features multiple portrait-orientation displays positioned near the curved bar, VIP seating, and mannequin gallery areas. CrownTV media players power each synchronized zone, with all content managed through the CrownTV CMS — enabling the VS marketing team to swap content for events, promotions, and live feeds from a centralized dashboard.
Installation and Deployment
CrownTV technicians completed the full 15-screen installation during store closure hours, coordinating directly with MG2 and The Lionesque Group on display placement and design integration. The large-format Samsung panels — some measuring nearly eight feet diagonally — required precision wall mounting at precise heights and positions specified by the architectural team. Every cable, media player, and mounting bracket was concealed to maintain the flagship’s premium aesthetic. The project was completed on schedule with no disruption to the store’s operating hours.
The Results
- Immersive brand experience: 15 large-format displays deliver synchronized content across the flagship’s retail floor and experiential event space, creating a digital experience that matches Victoria’s Secret’s Fifth Avenue positioning
- Event-ready flexibility: The upper-floor event space screens can switch between branded content, live event feeds, and campaign imagery — supporting brand activations, press events, and VIP experiences
- Zero-disruption installation: All 15 displays were installed during store closure hours with no impact on daily retail operations
- Multi-zone content control: CrownTV CMS allows the VS team to manage different content across retail and event zones from a single dashboard, updating promotions and campaigns in real time
- Design-integrated hardware: Large-format Samsung displays are wall-mounted with concealed hardware, complementing the flagship’s redesigned interior — pink blush walls, crystal chandeliers, and premium finishes
Why CrownTV for Flagship Retail Digital Signage
Victoria’s Secret selected CrownTV for the Fifth Avenue flagship because the project required more than just screens on walls. Coordinating with MG2’s architectural team and The Lionesque Group’s experiential design vision demanded a digital signage partner capable of executing precision installations in a high-stakes retail environment. CrownTV’s Samsung partnership provided access to commercial-grade 98-inch and 85-inch displays, while the company’s New York City installation team handled the overnight deployment without disrupting one of Fifth Avenue’s highest-profile retail locations.
Ready to Upgrade Your Flagship Retail Signage?
From single-location boutiques to multi-floor flagships, CrownTV delivers large-format digital signage solutions that match the scale and ambition of your brand. Get a free quote and see how CrownTV can transform your retail space.
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Related Reading
Explore more from the CrownTV blog:
- Herman Miller Digital Signage Case Study
- L’Occitane Digital Signage Case Study
- Janie & Jack Digital Signage Case Study
Frequently Asked Questions
How many screens did CrownTV install at Victoria’s Secret Fifth Avenue?
CrownTV installed 15 Samsung commercial displays across the 24,000-square-foot flagship at 640 Fifth Avenue, including both the main retail floor and the upper-floor experiential event space.
What Samsung display models were used?
The installation used Samsung QM98 (98-inch) and Samsung QM85C (85-inch) 4K commercial displays — among the largest commercial panels available — configured in synchronized groups of three.
Was the store closed during installation?
Yes. CrownTV completed all installation work during store closure hours, ensuring zero disruption to the flagship’s daily retail operations.
