Ralph Lauren launched their 24-hour interactive window in London, giving customers the opportunity to shop by touching the window outside the company's flagship London store.

Boris Becker, Ralph Lauren's brand ambassador and Wimbledon tennis champion, demonstrated the "window shopping" screen, which guides shoppers through the brand's Wimbledon clothing line and shows video tennis clips.

The content is projected onto 78 inch interactive foils on the inside of the window where customers can stroll up and browse/buy products at any time of day or night. If a purchase is made, shoppers are contacted by e-mail or phone the next day to securely enter their payment information and arrange for shipping.

The interactive window will also show live Wimbledon scores during the tournament and even features video tennis tips.

Ralph Lauren piloted the technology at their New York and Chicago stores last year. The London launch continues their push towards providing more innovative ways for customers to shop and interact with their brand.