A new way to create window display for bookstore

based on my previous research, I want to create a different window display for bookstore - Waterstones. it don't have recommend books and it is dynamic which can interact with people. also, it should bring some interesting meaning for people, not only to introduce and display books. I hope passer-by have fun when they pass by bookstore's window, which as same as fashion window display.
so I got the idea is like below video which I created

                                           
                                           in window, just put a book in center and combine spot 
                                           light and screen, to create a dynamic scene.


and there are 2 idea for screen content in background.
- first one: 'world'
background: in the beginning shows word, Waterstones, to present brand identity, the message of zooming in the Block capital "W", it means to go into/immerse books' world.

draft

                                                                      video example 


- second: secret & mystery
background: physical vs. digital book
this idea bases on the situation of book in recent.
(relative articles links: http://www.bbc.co.uk/news/entertainment-arts-15149546)
the physical bookstores are threaten by online shop and e-book, I try to compare both to express the "one" idea. Hope people to think the mystery of ‘one’ between physical and digital.
 

                                                                       idea draft and concept