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Mat Maitland has directed a 3D video installation for the window of Parisian department store Printemps du Louvre. Situated next to the Louvre Museum, their first store in 30 years is the new flagship for the luxury French retailer. For such an esteemed location, Printemps needed an evolving long-term solution for the store exterior that competed with (and measured up against) their prestigious neighbours. Mat’s solution came in the form of a three minute film played on a screen mounted within a mirrored frame. The mirrors create a kaleidoscopic effect, surrounding an interchangeable physical product. The film features architectural detail from the original Printemps store, as well as images of the iconic artworks from the museum next door.
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