Who: The Effenaar is the biggest concert venue in Eindhoven.

What: During the Dutch Design Week in Eindhoven each year, concert venue the Effenaar presents the DDW Music program. To advertise the DDW Music program, Dutch Rose Media turned a commercial into a wondrous experience.

How: When scanning the advertisement (officially published in MUD magazine) a 3D model of the Effenaar building pops up, showing a record player on their roof playing actual music. The record playing is by Jacie Bow, who will play during the DDW Music program. You can see the record spinning, adjust the record play speed and the sound intensifies when moving your smartphone closer to the ad.

Scan the image yourself using the free Dutch Rose app.

When: Dutch Design Week 2016