Genes@co-op Cafe at Barneys New York

As part of the relaunch of their 8th floor Co-op at the flagship store in New York, Barneys launched genes@co-op, an interactive cafe featuring a 30-foot digital banquet table. We were asked to develop a concept for the table top that included a simple ordering system and interactive experience. Working with Perceptive Pixel's backend technology and hardware, we developed the concept of a "digital river" that flows across the table made up of twenty-eight interactive touch screens. Treating the table both as one giant screen and many individual screens, we created a display interface where users can seamlessly order food, browse Barneys New York articles, products, and videos, and dine—all on the same surface.

The content displayed is repurposed from existing advertising, photography and postings from The Window online blog, fully immersing shoppers in the world of Barneys New York. Touching an item pulls up a content overlay and allows the user to interact with it further as well as purchase products. Part of a larger rebranding for Barneys New York, this project included an extensive design system for all of Barneys' interactive design components.


The table's digital interface allows users to order food, browse content, products, and videos, while dining.


Basic User Flow
Detailed Wireframes
Content Templates