Phygital Experience & Interactive App: QR Showcase

Celeste is a Familia Torres wine whose identity revolves around the night sky: its constellations appear on the label and across the brand’s communication.

For the 2025 Christmas campaign, the Trade Marketing team wanted to bring that idea to a physical shop window at Licorería Lafuente in Barcelona, with a light panel drawing the constellations. My part was the digital experience that tied it all together.

Anyone walking past had to be able to interact with the window from their phone, with nothing to download and within seconds. The same moment also had to bring in entries for a giveaway, while keeping access limited to people of legal drinking age.

And the deadline could not move: the store space was booked and the installation had to be ready before 5 December.

The starting point was a QR code printed on the window vinyl. From there I designed two pieces:

• A giveaway landing page, shipped first so the promotion could start in early November.
• The interaction web app, with four constellations (Ursa Major, Ursa Minor, Cepheus and Cassiopeia). Picking one sends a signal to the window panel and the constellation switches on.

I built on the brand’s own materials: the night-blue gradient, the label’s constellations and the corporate typeface, for which we had to get a web licence to use it on screen. I shared mockups and clickable Figma prototypes, and asked the client to leave feedback as comments directly on the design, which made each round of changes much faster.

For the giveaway, a short flow: three steps explained up front, a form asking only for what is essential plus a photo of the purchase receipt, which the brand checks later. Prizes are awarded through a scheduled winning moment, so the result appears instantly. I gave the winner screen and the “not this time” screen the same care, and the latter invites people to keep trying.

The age check does not just shut the door: if someone says they are underage, it explains why they cannot continue.

Visually: the gradient sky, translucent cards, the brand serif for headings and a single lilac for the main action, so the phone screen and the window feel like part of the same night.

The giveaway went live in early November and the window was installed in the store for the Christmas campaign. Adrián Rico built the architecture and the connection to the light panel, and Ángeles handled frontend development.

Today the Celeste window is one of the real cases of LednPlay, our solution for interactive LED experiences controlled from a phone through a QR code, with no app to download.