Most people think of digital signage as “in-store television” playing up above the fixtures, and in many cases it is. But some of the most successful digital communication in a retail environment takes place at eye level, where consumers can make a more clear association between the message and the product being merchandised. Integrating digital communication into traditional permanent, semi-permanent and even temporary display is a major focus at Artisan, where our digital and interactive designers dealing in new media at retail work side-by-side in a fully integrated studio with industrial and structural designers dealing with traditional static display. In the crowded retail landscape, brands find themselves trying to say more and more in less and less space; digital merchandising can help overcome this challenge.