Gin Lane Media Brings Interactive Experiences to Retail

J.Crew, Michael Kors and Sweetgreen


Who Emmett Shine (l.), founder; Dan Kenger, digital creative director

What Digital creative agency

Where New York offices

Freelance designer Emmett Shine founded Gin Lane Media so a client would take his requests for payment more seriously. He named the impromptu company after a boulevard in his hometown on Long Island, N.Y., adding “Media” to sound more important. He got paid, and a startup was born. Now, his 25-person team—all under 27 years old—creates and installs interactive retail bells and whistles for the likes of J.Crew, Michael Kors and Sweetgreen. “Unless your website is synchronized with in-store, it’s going to run into problems in the near future,” he said. Given the digitization of department stores, you can probably take his words to the bank.

Photo: Laura Barisonzi

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