Oct. 11, 2012, Frankfurt, Germany — A tiger leaps from a gift box, angels fly on merry-go-rounds and half of a sea of fresh flowers consists of silk: nothing in Christmasworld’s Window Wonderland is what it seems at first sight.
The scintillating Window Wonderland show will run Jan. 25 to 29, 2013 in Frankfurt, Germany. The special show will be created by 2Dezign, a Dutch design duo who have devoted themselves to the topic of window display and in-shop decoration. The result will be a very special kind of spectacle waiting to greet trade and professional visitors.
"Nothing at Window Wonderland is obvious, nothing is as one expects it to be," said Rudi Tuinman of 2Dezign.
The entire gamut of the Christmasworld product range will be showcased, including candles, ribbons, lighting, festive decorations and more. In terms of decoration, the creative team will concentrate on the mix of fresh and artificial flowers. They are planning individual flower heads and real plants, which will provide the unifying element across the different window displays.
Alongside the great variety of analog inspirations, Window Wonderland will showcase a world first in terms of technology: the “Virtual Mirror,” an augmented-reality screen developed by the Rotterdam firm of Twnkls. With this technology, visitors are invited to take an active role and experience the wonders of the virtual world. At first, real objects appear to represent nothing unusual. If they are moved, however, their intriguing inner life suddenly emerges onto the screen so that, say, a tiger suddenly leaps from a gift box, or it begins to snow when you shake the box.
"What we are showing here will become the future for the retail trade. For not only is the trend towards entertainment and 'gamification' not letting up, it is opening up whole new horizons of experience and purchasing incentivization," said Karel Roes, manager of marketing and sales at Twnkls. "If I shake the box harder, it snows more heavily and the snow ends up actually landing on my own (virtual) shoulder. If I walk to and fro, the tiger follows me on the screen. It all sounds light-hearted and playful, but what we are exhibiting here really is a ground-breaking innovation in the field of augmented reality."
2Dezign's preference for grandiose effects and fresh greens is, in part at least, attributable to the backgrounds of the two designers. Pascal Koeleman began his career as a florist and product designer. Tuinman comes from the fashion and styling sector. In 2000 they came together to found their joint consultancy. Since then, they have chalked up a number of international successes in showroom, exhibition and public space design. Today 2Dezign consists of the two founders, a permanent team of designers and a network of independent creatives.
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