Forever 21 has built a gigantic machine that displays people's Instagrams photos and selfies in spools of thread.
The fashion retailer worked with Brooklyn-based agency Breakfast over the course of 18 months to create the machine, weighing 2000 pounds and using 6,400 mechanical spools of thread in 36 colors. It will display Instagrams that are hashtagged with #F21ThreadScreen and will be streaming live 24 hours a day from today (July 22) until July 28 at f21threadscreen.com.
The stunt promotes Forever 21's back-to-school "Tried and True" campaign by allowing best friends to receive a video of themselves together unlike anything they've seen before. Users will receive an auto-edited video of their Instagrams being displayed on the screen.
The machine is housed at Breakfast's offices, but according to co-founder and chief operating officer Michael Lipton, after the campaign's run there are plans to "regroup and plan the next steps for the machine."