Douglas X-Mas Windows

In the shop windows of the Douglas stores, the perfume products by Annayke were transformed into gifts at Christmas time. The core of the concept was the seamless connection of analogue and digital elements. The bridge between both kinds of elements was formed by an assembly line which continued digitally on a screen as a mechanical element of the analogue world. While in the analogue world everything runs according to the rules of physics, in the digital world these rules are deliberately overridden – there the products float, gold dust surrounds the gift packaging. Thus, with the help of technology, the customer is shown the magical power of gift making.