A Christmas story: Burberry creates interactive display in Parisian department store

The Magical Christmas Journey By Burberry is an interactive display in all 11 of Printemps’ shop windows that tells the story of a little boy and his teddy bear, who travel from Burberry’s London flagship store to Paris.

Visitors to the store over Christmas can connect to Printemps’ wi-fi and interact with individual scenes from the display using their mobile devices. They can control the weather as the little boy crosses the Channel, choose to activate a storm complete with thunder, or steer a fleet of boats. The display is also fitted with 14 in-built cameras that can send images directly to visitors’ handsets, allowing them to create customised Christmas cards.

For more examples of this type of playful synergy between physical and digital systems, read our Creative Phygital microtrend.