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Lumisty Film Enhances Lancome’s Launch of Hypnose

BOSTON, MASS. April 10--GlassFilm Enterprises, a supplier and installer of decorative glass films, announces a recently completed collaboration with the international cosmetics giant, Lancome. Applying two different Lumisty ® films Lancome created dramatic storefront window graphics for each of its three company-owned retail stores across the country to introduce its new fragrance, Hypnose.

Produced and installed on a tight three-week schedule, the project began in late December when Andrew Armstrong, Lancome’s director of visual merchandising, contacted GlassFilm’s president, Jay Frolick. “Andrew had a very specific, complex design in mind,” says Frolick, “and our initial discussions focused on the technical challenges posed by his imagination.” Armstrong was already aware of Lumisty’s unusual optical properties—that the film’s appearance literally changes with shifts in the viewer’s angle. His goal was to display the new Hypnose logo in letterforms cut from two different Lumisty films to create an intriguing visual experience.

“I wanted to play with the idea of hypnotizing,” he says, “and push the use of the film to perhaps, a new level. First, horizontally--as one walks by the window, I wanted an obvious break, a translucent section, which we created by cutting the logo out of a solid sheet of film--in effect, frosting the glass. We wanted all the rest of the logos to surprise, mystify, and hopefully delight the passerby.”

lancome hypnose
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To that end Armstrong and Frolick tried something new, laser cutting Hypnose logos, alternating between the two styles of Lumisty. When seen from one angle, the logo is always moving in and out of view as the film gradually fades from clear to frosted and back to clear again. Viewed from the other direction, the logo is invisible. (

“The windows catch people’s eyes as they both wonder about what they’re seeing and then try to figure out how the effect was created,” says Armstrong. “The film picks up interesting and beautiful light in the windows that changes with the time of day. The letters almost glow; they have an ethereal quality.”

Reaction to the windows in all three locations—The Mall at Short Hills in New Jersey, Northpark Mall in Dallas, and The Mall at Valley Fair in Santa Clara, California--has been extremely positive. “We’ve had phenomenal feedback at all levels—customers, employees, and mall management are universally excited by the windows,” says Armstrong. “They’ve definitely brought more people into the stores, which is what it’s all about.”

For more information or to request a free sample of Lumisty or any other of our glass films please contact us.





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