LeSportsac SoHo flagship storefront on Greene Street with two high-brightness CrownTV window displays running campaign creative behind the glass in full daylight

Case Study · Flagship Retail Experience

LeSportsac SoHo: Designing a Flagship Retail Experience, Not Just Installing Screens

How CrownTV turned the LeSportsac flagship on Greene Street into a connected digital brand environment — a 98" large-format statement display, two high-brightness window displays, and fully custom millwork, delivered as one seamless flagship experience.

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SoHo Flagship 32 Greene Street, SoHo, New York, NY 98″ indoor 2x OM55B windows 3,000+ nits
4K large-format statement display
98"
High-brightness window displays
2
Nits of storefront brightness
3,000+
Hours of store downtime
0

“CrownTV treated our flagship like an experience, not a hardware install.”

Edward Taylor, Brand Design Director, LeSportsac

Project facts

Client:
LeSportsac
Location:
Flagship store, 32 Greene Street, SoHo, New York, NY
Scope:
Flagship experience design, retail digital signage installation, high-brightness window displays, large-format display, custom millwork, content management software
The brief

The brief: a flagship experience that works on the street and on the floor

A flagship store is not a place to sell products — it is a place to sell the brand. Every wall, every window, and every sightline is an opportunity to make a customer feel something before they ever touch the merchandise. That is the lens CrownTV brought to the LeSportsac flagship in SoHo: not "where do the screens go," but "how should this space make people feel, and how does technology disappear into that experience." The result is a true flagship retail experience, where the digital signage reads as architecture rather than electronics.

The work

The experience: one brand story, told across the storefront and the floor

LeSportsac's Greene Street location is a genuine flagship in one of the most foot-trafficked retail corridors in New York. LeSportsac's team wanted that experience to begin at the sidewalk and carry all the way to the back wall: storefront windows that stop pedestrians on a bright SoHo block, and a large-format interior moment that anchors the floor as a single, premium brand statement.

The result

The result: a flagship that performs as an experience

LeSportsac's SoHo flagship now tells one connected brand story from the street inward: storefront windows that hold their image in full daylight and pull pedestrians in, and a large-format interior display that gives the floor a premium, gallery-grade focal point. The hardware is invisible as hardware — which is exactly the point of a flagship experience.

LeSportsac SoHo flagship sales floor with the 98-inch Samsung QM98C display showing the Dapple Bright floral campaign above the handbag tables
The flagship floor — the 98-inch Samsung QM98C statement display anchoring the room.
The payoff

What the flagship does now.

The install isn't the result — the brand experience is. Here's what changed, from the Greene Street sidewalk to the back wall.

  • A storefront that stops the street

    The two high-brightness window displays turn the Greene Street facade into a brand moment that holds its image in full daylight and pulls foot traffic off the SoHo sidewalk.

  • A floor that feels like the brand

    Inside, the 98-inch statement display anchors the sales floor as a gallery-grade brand environment — the experience runs unbroken from the window to the back wall.

  • Campaigns that go live in minutes

    Per-screen cloud control lets the LeSportsac team promote a new campaign across the storefront and the floor the moment it drops — no installer, no downtime, no waiting.

End to end

One vendor. The whole flagship.

Most projects split the storefront, the floor, the fabrication, and the software across separate trades. CrownTV owned all four — so the flagship came together as one coordinated experience instead of a patchwork of contractors.

  • Hardware

    One 98" Samsung QM98C statement display and two 3,000-nit Samsung OM55B window displays — every panel commercial-grade, sourced and specified by CrownTV.

  • Custom fabrication

    Bespoke wood framing, cut and hand-painted on-site in the brand's exact white so the screens read as architecture, not equipment.

  • Software

    CrownTV cloud content management with per-screen licensing — the team schedules window and interior creative independently from one dashboard.

  • Installation

    Licensed, insured technicians completed the entire install in a single after-hours session — zero store downtime.

The deployment, in detail

How we built LeSportsac's install — operator to operator.

A long-form walkthrough of the brief, the hardware decisions, and the live result. The version we'd send another business owner if they asked us how this kind of program actually ships.

Inside the brief

A flagship carries a different weight than an ordinary store — it is the physical headline of the brand, the space where the brand gets to be its fullest self.

Most vendors treat the storefront, the sales floor, the fabrication, and the software as separate jobs handed to separate trades. CrownTV treats them as one flagship experience. As a full-service digital signage company based in New York, we own the entire scope — hardware, custom fabrication, software, and professional installation — so a flagship comes together as one coordinated vision instead of a patchwork of contractors.

Inside the install

The arrival moment: high-brightness window displays

The flagship experience starts before the door. The street-facing windows received two purpose-built high-brightness window displays — Samsung OM55B panels rated at 3,000+ nits, roughly ten times brighter than a standard television. Where an ordinary screen washes out completely in direct sun, these stay vivid and fully readable from the sidewalk, mounted on a sleek cable-suspension system that keeps the window clean and gallery-like. On a bright SoHo block, that brightness is the difference between a window people walk past and a window that pulls them into the brand.

The statement moment: a 98" large-format display

Inside, the experience builds to a Samsung QM98C 98" commercial-grade display (4K UHD, 3840 × 2160) as the floor's centerpiece. This is not a consumer TV — it is a true commercial display built for 16/7+ continuous operation, with an anti-glare coating so store lighting never washes out the image and an ultra-slim bezel for a clean, built-in look. CrownTV handled the oversize commercial mount and anchoring, the media player, and the power run, delivering a large-format in-store digital signage moment that becomes the emotional anchor of the flagship floor.

The detail that feels built-in: custom millwork

The difference between an install and a flagship experience lives in the details. CrownTV built fully custom wood framing for the display — cut and hand-painted on-site in the brand's exact specified white — so the technology integrates seamlessly with the store's design language. The screens don't sit on the walls; they belong to them. That craft is what makes a flagship feel considered rather than equipped.

The execution: a flagship can't go dark

A flagship cannot afford to close, and it cannot afford a sloppy install in full view of its best customers. CrownTV scheduled the entire digital signage installation around store hours and completed it with a multi-person crew in a single after-hours session — power runs, oversize mounting, custom frame fabrication, display calibration, and software activation. The store opened the next morning transformed, with no lost selling hours. The content platform was configured and handed off so the LeSportsac team can manage each screen independently and refresh creative the moment a campaign changes.

The after-hours install, start to finish

  • Power runs
  • Oversize mounting
  • Custom frame fabrication
  • Display calibration
  • Software activation

After go-live

Most vendors sell either screens or installation. CrownTV designs the flagship retail digital signage experience end to end — sourcing the right commercial-grade and high-brightness displays, fabricating custom millwork so the technology disappears into the architecture, deploying easy-to-use content management software, and installing it all cleanly and after-hours.

For retailers planning a flagship, a store refresh, or a window-display upgrade, CrownTV is the digital signage company in NYC that delivers the entire experience as one project.

Behind the brief

The decisions that shaped the install.

Not every spec line ships in a press release. Here's what we got asked about, what we picked, and why.

  1. Use one 98-inch display as the interior anchor

    A flagship retail floor needs scale. The Samsung QM98C gives LeSportsac a large-format 4K canvas for campaign visuals without turning the entire store into a video wall.

  2. Choose high-brightness panels for the windows

    Storefront glass creates glare, reflections, and daylight washout. The two Samsung OM55B window displays were specified at 3,000+ nits so the campaign remains visible from Greene Street.

  3. Build custom white millwork around the install

    The displays had to feel built into the flagship, not attached after the fact. CrownTV cut and hand-painted the framing on-site to match the store's white finish.

  4. Keep each screen independently controllable

    The storefront and in-store screen have different jobs. Per-screen CMS control lets LeSportsac schedule window content and interior campaign content separately from the same platform.

  5. Install after hours

    The store stayed operational. CrownTV handled the mount, display, media player, power, cable coordination, and software handoff after hours with zero store downtime cited in the project brief.

Install detail

Street, floor, millwork. One system.

Two high-brightness storefront displays create the Greene Street arrival moment. A 98″ Samsung QM98C anchors the sales floor. Custom white framing makes the hardware feel built into the flagship.

  • Samsung QM98C · 98-inch indoor display
  • 2x Samsung OM55B · 3,000+ nit windows
  • Custom white millwork
LeSportsac SoHo window display detail with digital display hardware, product fixtures, and custom white retail millwork
Real install detail: window-facing display hardware, product fixtures, and custom white millwork inside the SoHo flagship.

CrownTV treated our flagship like an experience, not a hardware install. The window displays look incredible from the street and the custom framing makes everything feel built into the store. They owned the entire project and delivered it after-hours without disrupting a single day of business.

Edward Taylor, Brand Design Director, LeSportsac
Spec sheet

Spec table

Every item below came from CrownTV under one contract — Samsung commercial-grade hardware, CrownTV media players, custom mounts, and certified install crews.

Statement display
Samsung QM98C 98" commercial display, 4K UHD (3840 × 2160), 16/7+ rated, anti-glare, ultra-slim bezel, oversize commercial mount
Window displays
Two Samsung OM55B 55" high-brightness storefront displays at 3,000+ nits, sleek cable-suspension mount system
Custom fabrication
Bespoke wood framing, cut and painted on-site to the brand's exact color spec
Software
Cloud content management system — staff update content anytime, per-screen licensing for individual control
Installation
Licensed & insured technicians, after-hours, zero store downtime

Source · canonical LeSportsac case study

Questions on this install

What buyers in Retail ask us about this case study.

What did CrownTV install for the LeSportsac SoHo flagship?
CrownTV installed one Samsung QM98C 98-inch 4K indoor statement display, two Samsung OM55B 55-inch high-brightness storefront displays, custom white wood framing, commercial mounting, media players, and CrownTV cloud content management software.
Why did the storefront need high-brightness displays?
Window displays compete with daylight, reflections, and street glare. The LeSportsac window displays were specified at 3,000+ nits so campaign content remains readable through the SoHo storefront glass.
Can LeSportsac control the window displays separately from the 98-inch indoor display?
Yes. The CrownTV Cloud Dashboard supports per-screen control, so the team can schedule different creative for the two storefront displays and the interior 98-inch display.
Was the store closed for installation?
No. The project brief cites zero store downtime. CrownTV completed the installation after hours with a multi-person crew.
Where is the LeSportsac flagship installation located?
The installation is at LeSportsac's SoHo flagship store at 32 Greene Street in New York City.
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