General Motors Company: Buick, WIRED Bring Tech Showcase to Times Square

FYI: Buick Buyer's Guide

NEW YORK--Nov. 18, 2011: 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 42nd 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.

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."