WinterWonder: La Rinascente's Christmas lights in Milan

Monday, 9 December 2013

It has become a tradition for La Rinascente to celebrate Christmas by giving the city an artistic installation; and this year, the Milan department store has entrusted its windows to designer Moritz Waldemeyer.

WinterWonder is his interpretation of the classic iconography of Christmas: a vortex of 1,300 laser-cut plastic snowflakes that soar beyond the confines of the windows into the entire portico.

The project involves the public in an experience of augmented reality: by aiming a smartphone at a flake marker on the store windows, visitors can bring the vortex of snowflakes to life. The colour and movement of the flow can also be modified by interacting with WinterWonder on the screen of your device.

The WinterWonder App uses the creative technology of Neosperience, a customer experience innovation platform, and includes a video showing how the installation was set up and assembled by Waldemeyer.