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To create a shop window you couldn't look into

Hugo Boss - The Looking Glass

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.

Key Insight

Christmas in retail is all about giving and receiving, but what is completely overlooked is the theatricality and excitement of the gifting experience. It is the one time of the year when the attraction is not always in the gifts themselves but in the drama, suspense & surprise of how they are presented.

Flagship Concept

Combining technology with the mystery and theatricality of Christmas.

The Technology

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.

Mannequin concealed

Mannequin revealed

Low-tech alternative

Accessories window