In November 2010 H&M opened their flagship store in Amsterdam with this awesome multimedia presentation on the side of a building. H&M is huge and I think this is a wonderful example of a brand using a different outlet to really showcase their brand and gain attention for their opening.
*From the Video Description*:
On 22, 23 & 24 November 2010, H&M brought their flagship store in Amsterdam to live with a 3D projection mapping on the historic building. For over 3 minutes, guests and a gathered crowd enjoyed a surreal fairytale of light and magical effects. A red ribbon, wrapped around the building, untangles and transformed the building into a colorful dollhouse where nothing is what it seems.