Castorama wallpaper that holds hundreds of children’s bedtime stories. What a wonderful idea by TBWA\Paris for the French D-I-Y store.

Castorama’s Magic Wallpaper is interactive. A parent scans its illustrated characters to find a story. Each of the printed characters is a digital marker, and when it is scanned with a tablet or smartphone, a story download about the character is downloaded. So that the wallpaper can provide hundreds of stories, the parent can scan two characters together to get a different story.

The wallpaper is being manufcatured exclusively by Castorama’s long-time partner, Graham & Brown, which was involved in its development.

The Magic Wallpaper app comes with two reading modes. There’s an audio version with the voice of a storyteller, as well as a text mode so that the parent can read to – or with his/her child. This contains engaging sound effects available by clicking on certain words. Each story lasts about five minutes.

The app can work in airplane mode in order to limit the exposure to waves. A night mode with fainter luminosity is also available. It is available for free in the App Store and in the Google Play Store.

Credits:

Agency: TBWA/Paris

Executive creative directors: Faustin Claverie & Benjamin Marchal

Copywriters: Fabien Duval & Glen Troadec

Art directors: Fabien Gille, Nicolas Barrès

Illustrators: Paul Reyrolle, Jeremy Armand, Fabien Gille, Romain Belleville

Concept artist: Benjamin Marchal

UX: Yann Lupion

Digital creation: DANParis

Art director: Mélany Caulet

Digital creatives: Philippe Simonet, Guilhem Vacher, Ivan Zindovic & Julie Laroussinie

App Production: Kamal Zitouni

App & Digital Production: (TBWA\Else) Maxime Boiron & Cathy Pericone