Sony has installed an interactive window projection system in three of its busiest high street stores, on London's Tottenham Court Road, at Bluewater in Kent and Ilford, Essex, to promote the latest Alpha, Handycam and Cybershot cameras. The window display at Tottenham Court Road incorporates promotional window film, branding material and a TV screen showing the brands latest TV ad, which shows 450m litres of foam being unleashed on Miami. Along with the window projection, this creates a fully integrated promotional display. Specialist integrator Arcstream AV worked in partnership with Pollen to install the system. Pollen built content to interlink with the new TV ad, creating virtual foam which can be wiped away by touching the glass, to reveal the three new digital camera models. Each model can then be individually touched and selected to give the user a closer look and more on-screen information about the product.