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Challenge / Goal

"The aim of the interactive shop window is to test whether an interactive game can be accepted in the city centre and thus create an attractive experience for visitors," explains Jolanta Gatzanis, coordinator of the innovation network for the pilot project and idea generator. "It will also be examined whether the digital medium behind glass in city centres can also serve for other content, for example for information from the city administration or be a medium for a wayfinding system through the city."


In a shop window of the household goods shop Lotter in Obere Marktstraße 4 (from 15 September to 15 October) and the fashion store Oberpaur in Asperger Straße 3 (from 15 November to 15 December), there is no advertising, but rather a game. Passers-by can connect to the display via QR code, which is visibly attached to the shop window, and actively interact with the screen.

In Germany's first interactive shop window with a game character, passers-by are invited to participate in a knowledge game about their city. Instead of just presenting, the city centre players in Ludwigsburg rely on modern shop windows, on action and reaction with the passers-by, so that a positive experience remains in the memory of the city centre visitors.

For the period of the test phases, the company Lautmacher from Ludwigsburg provides a web-based display. 



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Time period

Implementation time: Less than 6 months


Ludwigsburger Innenstadtverein (LUIS) e. V., City of Ludwigsburg

Service providers

Companies Lautmacher, Pixelcloud, and Bechtle AG

End users

All citizens

    Main benefits

  • Improving usability

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