Brian Atwood, QR Code, Museum Experience, Zenith Lux, Encanta, 655 Madison Avenue, Mobile Media, In-StoreMore and more the mobile media experience is found in-store, enhancing the consumer experience on a number of levels. Notably, Brian Atwood has developed a very clever Museum Experience in his New York flagship store by way of QR codes. In one quick scan, consumers are directed to video content featuring Mr. Atwood as he describes the inspiration or design process behind a particular piece. This is less about e-commerce and more about telling a story and revealing craft. The video mimics the style of old movie projectors, with the intent to elevate the shoes and handbags to museum worthy “art” status. Further to this, any item purchased in-store will have a “655 Madison Avenue” plaque attached to it, adding to the exclusivity of the experience.