Rent the Runway, a growing fashion company that provides designer dress and accessory rentals at a fraction of the cost of purchasing, is using Samsung in-store digital signage technology to upend conventional ideas about fashion retailing.

Best known for launching and rapidly growing their service online, Rent the Runway also has brick-and-mortar locations — the biggest of them a 4,000 square-foot flagship store in the heart of New York City’s Flatiron District. Opened in December 2016, the W. 15th Street store uses a variety of Samsung in-store signage displays to boost the customer experience. A 3-by-3 feature video wall, using Samsung 46-inch narrow bezel displays, greets customers and runs HD video that shows their peers — not just models and mannequins — wearing the kind of high fashion clothing available at Rent the Runway.

The main area has 32-inch Samsung touch-screen tandem displays that enable women to view some 200,000 potential wardrobe options — an infinite virtual closet in the cloud. There are also Samsung mirror displays that send playful, positive messages to women as they consider their potential selections.

Watch the video to learn more about how in-store signage is enhancing the customer experience for Rent the Runway shoppers.