We aren’t sure if this is common outside of Japan or not, but we found a cool shop window at Anteprima in Ginza. As you can see by the video, as you walk down the sidewalk it looks totally normal until you get in front of it. At that point it becomes smokey and opaque. Now, it worked in one way because it got our attention and made us look twice, but it also prevented us from being able to see inside the shop. Is this a good tradeoff?
Michael is CEO and Co-Founder of the 
You are totally right – it is a very cool effect but wish it maybe turned into a ring of sparkles or something when someone is in front of the store versus hiding the goods!
I’m guessing the goal is – as you pointed out – to make you look twice… Maybe the logic is that obscuring the product will make you more curious and get you to walk into the store? I probably would…