Buick, WIRED Bring Tech Showcase to Times Square

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Buick will present the largest WIRED Store ever to Times Square this holiday season, with more than 10,000 square feet devoted to consumer gadgets and advanced technology displays, including a Human Wind Tunnel.
Located at the corner of 42^nd Street and Broadway, the seventh annual brick-and-mortar spin-off of the tech-savvy Conde Nast publication will be open noon to 7 p.m., Wednesdays through Sundays, from Nov. 18 through Dec. 24. The store will be closed Thanksgiving Day.
At the WIRED Store, holiday shoppers can experience 200 of the hottest new products, including the new 2012 Buick LaCrosse with eAssist, one of the most fuel-efficient luxury sedans on the road today, through innovative interactive displays. This week, Popular Science magazine named eAssist a 2012 Best of What's New technology.
Visitors can test their own aerodynamics in the Buick Human Wind Tunnel, with winds up to 40 mph. Each participant’s drag coefficient will be displayed on the in-store leader board, along with a list the top 10 most-aerodynamic individuals of the day. “Wind Tunnel Face” photos will be posted at Facebook.com/Buick.
“Buick will offer WIRED Store visitors an entertaining and engaging way to discover the new LaCrosse and learn about its fuel-saving technologies,” said Craig Bierley, director, Buick Advertising and Promotions. “The Human Wind Tunnel and LaCrosse eAssist interactive display truly demonstrate what the WIRED Store is all about – they bring technology to life.”
LaCrosse with eAssist, available at dealerships now, uses regenerative braking, lithium-ion battery technology, optimized aerodynamics, engine start-stop and fuel shut-off features to deliver an estimated 36 mpg on the highway without compromising ride quality.
WIRED Store visitors will be able to learn about the vehicle and its technologies through tablet computers positioned around the LaCrosse that will play informational videos at the touch of a virtual button. The content is made available through Aurasma, an platform technology that uses real-world visual cues to deliver relevant content to mobile devices. Buick is the first automaker in North America to take advantage of Aurasma.
“Buick is an iconic brand that has embraced technology and truly understands today’s modern consumer,” said Jennifer Rapp, general manager at Aurasma. “Together, we have created a tailored mobile experience that truly bridges the physical and virtual worlds. Buick and Aurasma give attendees an innovative way to shop the WIRED Store and learn more about Buick’s eAssist technology.”
This is Buick’s second year as presenting sponsor of the WIRED Store.