Selfridges is apparently a popular high-end department store in the United Kingdom, and it has recently decided to be host a very complicated perfume launch. For what brand? Stella McCartney. That’s not all though. Stella McCartney has teamed up with Gin Lane Media to introduce a new fragrance line to to public, called L.I.L.Y. Yes, for those who love working with tech and the ones who love to appreciate beauty and art will be able to enjoy this.

The windows at the mentioned department store has already started to display a piece of unique art by Margosia Bella and Dan Tobin Smith, video content that can be played around with by anyone who passes by and is drawn to it. People living in the UK can also play with a iPhone and Android app for L.I.LY. One can create collages and then upload them to a collage gallery. (Don’t worry, U.S.A citizens, we get an app in October; just wait a bit.) After making a collage, you can then send it to email, Facebook, Twitter, and Instagram to share with friends and family!

Gin Lane’s president, Emmett Shine, has kindly shared some pictures of the display from London that those of us not living in the UK can view here. As for you UK people, head to Selfridges for the display. Hurry, as it will be taken down after February 15. Quite a creative way to promote a new fragrance, no?

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