Department store chain Macys has been promoting its annual Independence Day firework display in New York with a behind-the-scenes tour hosted on livestreaming app Periscope.

The livestream walked viewers through the logistics necessary to create the brands elaborate fireworks show, which is broadcast live on NBC annually. Over the course of the livestream, a Macys representative introduced followers to crewmembers working on the barge that the pyrotechnics are launched from, and the technology used to time and launch the fireworks.

In addition to building up anticipation for the brands 4 July show, the live-stream is aimed at driving sales for the chains special deals and offers over the weekend, which is typically one of the busiest of the summer for American retailers.

This year will mark the chains 39th annual firework display, and is the nations largest Independence Day pyrotechnic display, launched from two locations on New Yorks East River.

“Macys 4th of July Firework are the nations premiere Independence Day celebration and we are thrilled to once again bring the City of New York a front row view to this one-of-a-kind nationwide spectacle,” said Amy Kule, executive producer of Macys 4th of July Fireworks. “With two locations, firing 1,600 shells per minute, this years show will cover a large stretch of the Citys famed skyline with incredibly vibrant colour and fantastic effects.”