Retail Design, Creative Direction, Art Direction, Interactive, Concept
We were awarded 2nd place by Hugo Boss in a brief to use their shop windows to captivate passersby during Christmas.
Electrochromic film or “Smartglass” is a readily available thin film which changes transparency when an electric current is passed through it.
The Looking Glass uses normal sheets of glass or clear acrylic with a layer of electrochromic film over the top. These “interactive” panels are suspended around mannequins and connected to sensors. As people pass the window the sensors trigger the glass from opaque to transparent. The interactive panes could also be programmable to run pre-set displays as shown in the video, turning Hugo Boss storefronts into theatrical displays.