Daffy’s, a fashion retailer in New York City held a street-level window shopping fashion show. They placed models in their store-front window equipped with cell phones. Each model had a different number and passersby could text them messages telling them to take off and/or try on particular items. Each message sent to the models was also projected on a digital board in the window so that onlookers could follow the conversations. The models could also interact with the people on the street by sending messages through their phone to the digital board.