Digital design architect studio movingdesign, has given window shopping a new dimension with the creation of the ‘Wonderful Windows’ at the heart of Monte-Carlo, France.

Commissioned by the Societe des Bains de Mer (SBM) – owners of the Monte-Carlo Casino, the Opera de Monte-Carlo, and the Hotel de Paris in Monte-Carlo, the ‘Wonderful Windows’ are two giant LED screens placed at street level to the north and south of what will become ‘The Pavillion of Wonders.’

Philippe Lepron, founder and director of movingdesign explains, “When SMB decided to undertake this major real estate urbanisation plan, expected to last four years, the last thing they wanted was to spoil the landscape with an ugly building site. For this reason they turned to movingdesign for advise about how to best use the construction site hoardings to achieve a stylish designer solution that would represent what visitors can expect to find when the project is finished. We proposed the creation of the ‘Wonderful Windows.’ Using the latest digital screen technology we have been able to provide an outstanding designer hoardings suited to the top brands that will be featured in it.’

The content, created by French luxury goods conglomerate LVMH Maisons, is very emotional. movingdesign recommended using video content without narrative. The result is an innovative way of speaking about the feel of luxury brands in a non-traditional advertising manner.

“The content needed to be almost like an artistic installation, poetry in motion, making sure it fits with the environment and it is attractive for the passing public. With ‘Wonderful Windows’ we are creating experiential brand awareness in a stylish and subtle way,’ says Lepron.

The project is expected be finished by 2018.