In the highly competitive world of retail, especially on the bustling high street, the challenge of capturing attention has never been greater. With shoppers moving quickly from store to store and distractions everywhere, it’s essential for brands to stand out. Enter the interactive window display—a dynamic tool that allows retailers to engage with consumers not just during business hours, but around the clock. These displays are proving to be a game-changer, turning ordinary storefronts into immersive experiences that capture attention, create emotional connections, and drive consumer action.

At Watch This Space, we believe in the mantra: “Capture their attention, capture their heart, and you’ll capture their wallet.” Here’s why interactive windows are the perfect embodiment of this philosophy and why they are reshaping the future of high street retail.
1. 24/7 Engagement with Consumers
Traditional window displays have always been a staple of high street shopping, offering a glimpse into a brand’s products and values. However, they have their limitations—they are static and only effective when foot traffic is high. With interactive windows, brands now have the opportunity to engage shoppers day and night, providing a 24-hour access point to their offerings.
Case Study: Montblanc Summit 3 Interactive Window
In our activation for Montblanc, we installed an interactive window that allowed passersby to control and explore a 2.5m digital replica of the Summit 3 watch. Even after business hours, people could interact with the display, learning about the product’s features and booking in-store appointments through a simple QR code scan. This activation kept the brand alive in the minds of shoppers, long after the store closed its doors.
Why it works:
Interactive windows serve as brand ambassadors, working tirelessly to capture attention and engage consumers—even when staff aren’t present. This constant interaction ensures that brands are always top of mind for potential customers, offering them the chance to engage on their terms, whenever they pass by.
2. Creating Memorable Moments That Drive Foot Traffic
We know that emotional connections are key to driving consumer behaviour. Interactive windows go beyond mere product displays—they create memorable experiences that invite shoppers to engage with a brand in a new and exciting way. When a consumer experiences something unique and captivating, they’re much more likely to step into the store.
Case Study: Telstra Christmas Windows
During the holiday season, we worked with Telstra to create an interactive Christmas window display on Bourke Street. Featuring a digital fireplace, a talk-to-Santa booth, and an interactive Christmas tree, this activation created memorable, shareable moments for passersby. The emotional connection fostered by the festive, immersive environment translated into increased foot traffic and in-store visits.
Why it works:
Consumers remember experiences more than they remember products. By creating memorable moments that connect with their emotions, brands can turn window shoppers into paying customers. Interactive windows allow retailers to go beyond showcasing products to creating a journey that consumers want to be a part of.
3. Turning Passive Viewers into Active Participants
One of the key strengths of interactive windows is their ability to turn passive viewers into active participants. Instead of simply walking by, shoppers are encouraged to stop, engage, and interact. This creates a deeper connection with the brand and a sense of involvement that static displays can’t achieve.
Case Study: Diamond Exchange Virtual Try-On
With the Virtual Ring Try-On for Diamond Exchange, we leveraged hand-tracking technology to allow shoppers to try on diamond rings without ever entering the store. The display invited people to interact, experiment, and enjoy the luxury experience at their own pace—building intrigue and eliminating the pressure to buy. This resulted in a significant increase in dwell time and conversion rates, as customers felt more comfortable exploring the brand’s offerings.
Why it works:
By encouraging consumers to interact with the display, brands create a more personal connection. This interaction keeps the customer engaged longer, increases the likelihood of them entering the store, and drives purchase intent.
4. Amplifying Social Sharing and Word of Mouth
In the age of Instagram and TikTok, creating shareable moments is crucial for any retail brand. Interactive windows not only engage consumers in real time but also create experiences that people want to talk about and share with their social networks. This expands the reach of the brand far beyond the high street.
Case Study: St. George Unwrap Christmas Campaign
Our activation for St. George involved a digital wall of wrapping paper that shoppers could “unwrap” by moving their hands across the glass. Behind the digital wrapping, gifts were revealed, creating an exciting and shareable moment. This campaign went viral, amassing over 530,000 views on Facebook, significantly amplifying the brand’s reach.
Why it works:
Interactive windows that offer unique, shareable moments naturally encourage social media engagement. By creating installations that are visually striking and interactive, brands can extend their reach to online platforms, generating buzz and excitement that drives both foot traffic and online interest.
5. Data and Insights for Retailers
Finally, interactive windows offer something that traditional displays cannot—valuable data and insights. By tracking how consumers interact with the display, brands can gather information on which products are drawing the most interest, how long consumers engage, and which aspects of the experience resonate most. This data can then be used to refine future marketing efforts and optimise the in-store experience.
Why it works:
Data-driven insights allow brands to make more informed decisions about their marketing strategies. With the ability to track consumer behaviour, brands can adjust their activations to better serve customer needs and maximise engagement.
Conclusion
Interactive windows are more than just a novelty—they are a powerful tool for capturing consumer attention, building emotional connections, and driving real business results. By offering 24-hour engagement, creating memorable moments, and turning passive viewers into active participants, interactive windows help brands stay relevant in today’s fast-paced retail environment.
At Watch This Space, we specialise in crafting interactive window displays that do more than just showcase products—they create unforgettable experiences that connect with consumers on a deeper level. Ready to capture attention, capture hearts, and capture wallets? Let’s talk about how we can help your brand make a lasting impression on the high street.