Shopwindow / 2003 / Grachtenfestival / Amsterdam


This project took place in a small clothes boutique located in a typical Amsterdam shopping street.


The work was only visible for a period of one week, each day after closing time until the next morning. Every evening, the owner emptied her shop window and rolled down a projection blind in the front window.


A digital copy of the window display seen from outside the shop from the street was then projected from the rear of the shop onto the screen. While the shop slowly metamorphosed into different interior views and back again, the window also carried a filmic layer of an exact imposed reflection of everyday pedestrians walking past the shop. The constructed reflection blending in with the actual viewers gaze.