The concept store trend transforms buying into a fun and original experience. The clothing store Lucy in the Sky at Shopping Iguatemi, São Paulo, has touchscreens that work as a virtual, interactive rack, showing all the pieces available in stock. Projected by architect Bel Lobo, the store s multimedia concept was developed by SuperUber, to allow clients to choose clothes through an innovative interface, with animations and characters from the ‘world Lucy’. Inside the changing room, clients also see animated landscapes through digital windows. SuperUber developed the ‘world Lucy’ for the store and for the website.