The Gravity Window: a new type of shopping window and its impact on the customer experience

Abstract

What if gravity was under the retailer’s control? What would a magic trick, an illusion, look like within a shop window? What would the impact be of an automated magic trick on customers walking in a store? And, what if a luxury brand could use magic as way to highlight its prestigious pieces in a shop? At first, these questions seem a little bit surprising and yet… The Gravity Window is a new type of shopping window developed by a Belgian company in 2019. The thesis presents this new showcase created based on magic principles (illusion, levitation) and a new patented technology. Indeed, the Gravity Window uses the levitation of luxurious objects (watch or jewelry) for marketing purposes. The research analyzes the effects and impacts of the Gravity Window on the customer experience in a luxury store, and explains how customers perceive this new type of shopping window.