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

One reply on “Interactive Storefront – Peeking at Women in Elle Macpherson Intimates Underwear”

The ads are definitely voyeuristic, but it’s effective in making it sexy. I love the elle macpherson intimates line. It’s beautiful but not cheap. is having a sale on this line today and i just bought some really cute bra and panty set for over half off.

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