About the
Project
An experiential window display designed to stop, engage and convert foot traffic during Argentina’s 2018 World Cup campaign.
The concept turned an LG television into the source of a physical illusion: the match breaking through the glass and into the street.
The concept turned an LG television into the source of a physical illusion: the match breaking through the glass and into the street.
- ClientLG
- Year2018
- CategoryExperiential Retail
Objective
The challenge was to make an LG television command attention inside crowded electronics-store windows during the World Cup.
Instead of adding another promotional message, the display had to interrupt the street, reward closer inspection and direct attention back to the screen.
Instead of adding another promotional message, the display had to interrupt the street, reward closer inspection and direct attention back to the screen.
Execution
The central image made the screen feel physically immediate: a football appeared to fly out of the televised match and pass through the storefront glass.
An official-style Adidas Telstar 18 ball was cut into two halves and aligned on opposite sides of the window, creating one continuous object from the street.
The glass remained intact. Spiderweb cracks were built by hand with silicone and glass dust, balancing realism, safety and control.
Argentine flags, light-blue and white paper, confetti, ticker tape, vuvuzelas and football accessories extended the stadium atmosphere around the LG television.
An official-style Adidas Telstar 18 ball was cut into two halves and aligned on opposite sides of the window, creating one continuous object from the street.
The glass remained intact. Spiderweb cracks were built by hand with silicone and glass dust, balancing realism, safety and control.
Argentine flags, light-blue and white paper, confetti, ticker tape, vuvuzelas and football accessories extended the stadium atmosphere around the LG television.
Contact
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Clarity comes after.
Clarity comes after.
