Milan – Department store La Rinascente is celebrating Christmas by unveiling a phygital window display by designer Moritz Waldemeyer.
The interactive WinterWonder display is made of 1,300 laser-cut snowflakes, which come to life through augmented reality.
Using the WinterWonder app, smartphone users can change the size, colour, shape and flow of the snowflakes. Once they have modified the snowflake display, users can share their creations with friends.
For more examples of brands creating theatre through interactive displays, see our Insight news piece on Saks Fifth Avenue’s Yeti Snow Workshop.