One of the most impressive innovations on display at LeWeb was this one from PayPal, which brings the idea of ‘window-shopping’ into the 21st Century.

As John Lunn, Director of Platform and Integration at PayPal X explains in the video below, the system makes use of shop windows when shops are closed.

An interface is projected onto the window, which passers-by can interact with on their mobile phones. This allows them to browse the contents of the shop and buy items directly from their phone to have them delivered to their homes. This puts shops to use even when they’re closed, as well as just being damn cool.

PayPal has worked with UK startup Screenreach to produce this prototype, and it’s hoped that it will be up and running in a working form in London’s Oxford Street during the city’s Fashion Week. This is more evidence of PayPal acting like a giant startup.