Forever 21 creates screen of thread to show shoppers’ Instagram selfies

This is an archived article and the information in the article may be outdated. Please look at the time stamp on the story to see when it was last updated.

NEW YORK- Imagine a photo of you in your favorite threads made out of thread. That’s exactly what Forever 21 is doing in New York City.

The retailer teamed up with Breakfast, a New York agency known for its interactive signs, to create the F21 Thread Screen. The machine weighs 2,000 pounds and uses 6,400 spools of thread to display Instagram photos with the hashtag #F21ThreadScreen.

“Forever 21 wanted to do something truly unique and different, and that would reach people globally,” Breakfast co-founder and CCO Andrew Zolty said in a YouTube video. “The thread screen is ridiculously complex, yet, all you have to do is add a hashtag to an Instagram.”

The screen will show off pictures tagged with #F21ThreadScreen through July 28. Check out a live stream of the screen here.

Here at Fox 8, we were able to get a few familiar faces on the big screen.