"Photoshoot In Progress" - Making the best of it...

Passing the Restoration Hardware store in Palo Alto a few weeks back, I noticed this sign. Pretty simple, but also fairly ingenious - and here's why:

The store has to be closed for the photoshoot, that's a given. A basic sign would just inform potential customer that the store is "temporarily closed" - leaving them disappointed, even frustrated. But this sign actually adds value by pointing out that "this location has been selected as a model," and to "enjoy the preview" of how all stores will look for the upcoming season! Magically, those potential customers no longer feel inconvenienced - they feel lucky to have access to such a special Restoration Hardware location. And if the sign has really done its job, they can't wait to come back...