JERSEY CITY - Are you naughty or nice? This holiday season, anyone stopping by WORD Bookstore in Hamilton Park can press a big red button to find out. Like a magic eight ball or Harry Potter’s sorting hat, a sparkling display of holiday lights declares that you are either “Naughty” or “Nice” and points to book recommendations hand-selected by WORD staff to match. Meanwhile, around the corner at Jersey City Bicycle Co., an animatronic Santa Claus on a bicycle flies through the night sky – and yes, he’s actually pedaling!
These interactive and animated window displays were created by Natasha Dzurny (@technochic), a local artist who specializes in incorporating technology into art. The project was produced in partnership with the respective retailers, the Silverman Building, and Jersey City Recreation.
The project was envisioned as a way to showcase the JC community and generate enthusiasm for shopping locally while making the razzle-dazzle of commercial window displays achievable for small business budgets. The two window displays are the first of what the artist hopes will grow into a local tradition of driving small business sales through artful windows that spread holiday joy throughout the city.
Such window displays are sparking discussion after Saks Fifth Avenue announced they would not be doing their iconic, tourist-drawing displays this year in a reported effort to cut costs. Could Jersey City draw the spectacle-seekers to this side of the Hudson?
For local families, WORD and Jersey City Bicycle Co.’s displays are fun for all ages, with STEAM at the forefront. They were created with:
- Cardboard as a primary material, laser cut using a machine at the Hoboken Public Library
- LED lights and other custom electronic components
- Code to animate the lights and determine if you are “naughty” or “nice”
- Several pounds of glitter!
Up and running from now until the New Year, they’re a special treat for anyone looking for holiday fun, picking up last-minute gifts, or simply taking a stroll through the neighborhood.