It’s not only at Hogwarts that paintings come to life.

The most recent spring campaign by Gucci features runway clothes depicted in incredible Renaissance-style paintings by Spanish painter Ignasi Monreal. The digital paintings and illustrated stickers are displayed on a screen in the store windows like an art gallery.

After downloading the Gucci app in the store, you can access the microsite “Gucci Hallucinations”, where the paintings come to life on your phone. If you purchase an item in the store, you receive a ticket for an in-store VR experience, as if you were inside the paintings yourself.

Gucci has really shown innovative thinking as a response to the commonly known future retail prediction, calling for in-store brand experiences more than a full-on sale purpose.

Could you create unique experiences in your store?