Interactive Storefront - Peeking at Women in Elle Macpherson Intimates Underwear

Interactive Shop Window Advertising

The Digitalist created an interesting ad for Elle Macpherson Intimates (apparently an underwear brand). They placed a huuuge display in a shop window which shows only the brand name on black background by default. As soon as someone moves in front of the window, this visitor’s silhouette opens a view behind the black – onto videos of sparely dressed women. It is like an inverted shadow with smear effect. :)

You can see it in this video:

I think this effect is pretty cool and it seems to work in almost real time. Many similar installations lag a little behing.

But it appears “slightly” voyeuristic to me, when people clear a black plane to see women in underwear behind it. :) I wonder if this slight provocation was part of the concept in the first place, or happened as some kind of side effect.

(via ArchiSpass via Kreativrauschen.de)