Paper Planes, New York
252 Lafayette St, SoHo, New York
Jay-Z's streetwear flagship, with a departure board on the wall.
Paper Planes' SoHo store is built on a retro-inspired brand identity. A flat digital screen would have clashed with that world, the team wanted something with real character that fit the brand and gave shoppers a reason to look, and to share.
Split-Flap TV brings the iconic flip, and the click-clack sound, to a screen in the store, flipping brand messages and promotions. It has become an Insta-worthy focal point that blends nostalgic charm with a modern in-store experience.
- ✓Brand messages like "Greatness is a process"
- ✓Drop announcements and in-store promotions
- ✓Rotating lines that keep the window fresh
The board sits on the wall of Jay-Z's Paper Planes flagship, the Roc Nation streetwear store, where the crowd already comes for the culture. Staff flip new messages and promos straight from a phone, so the display changes with the drop, the season or the mood of the floor, with no reprinting and no agency.
If your brand lives on identity and footfall, a split-flap board gives shoppers a reason to stop, photograph and post, the kind of organic reach a static poster never earns. You get the same effect on a screen you already own, for the price of a coffee a week.
Put a board like this in your space.
It runs on the TV you already own and you're live in about 5 minutes. Try it free for 7 days, no card, and cancel anytime.
No hardware · 5-minute setup · cancel anytime