Displays in the future will be 3D and won’t be restricted to windows.

As part of last year’s pre-Christmas store promotion, and to celebrate the opening of its flagship store, H&M in Amsterdam brought its shop front to life with a 3D projection show that mesmerised shoppers.

While neighbouring retailers battled to pull in shoppers using old-fashioned window displays, H&M drew astonished crowds to see its store exterior transformed from a grey stone monolith into a colourful dolls house where virtual birds flew around and musical notes drifted into the night sky.


Giant eyes then peered out of windows, curtains twitched, the store unwrapped like a present, colours exploding onto the brickwork, all created by a relatively new technology called 3D projection mapping that works by animating stationary objects with 3D video. When matched with a psychedelic soundtrack, it made for a bewitching three-minute show.

The projection, which was beamed onto the walls using technology supplied by Netherlands specialist BeamSystems, has since been used for festivals, film premiers and art exhibitions. It was dreamed up by design agency Muse, and created by animation studio Mickey Did It and the Mr. Beam production house.

As well as a spectacular event, the true genius to this technology is its potential to go viral when posted online, making it a truly modern way to celebrate a store opening. “Projection mapping can provide a great double whammy if used right, because you get a great live event, followed by a compelling video and PR opportunities,” says The Viral Factory director of strategy Matt Smith.

Displays of the magnitude of H&M’s are pricey, but jewellery retailers or brands could opt for smaller displays for just a few thousand pounds, which is a savvy investment when you weigh up how long people will be talking about it for afterwards, potentially all over the world.



This article was taken from the November 2012 issue of Professional Jeweller. To read the issue online, click here.