Window shopping has taken on a high-tech spin in New York City this holiday season as from yesterday select retail windows in the city began streaming live shopping programs.

Livestream commerce platform TalkShopLive has partnered with digital media technology provider FrontRunner Technologies to deliver what the companies are calling the first-ever “live commerce window shopping experience.”

The partnership’s first live shopping event featured music star Gloria Estefan, who promoted her newly released holiday album. Consumers were able to scan QR codes on the windows, which allowed them to shop while watching the content.

“At TalkShopLive, we strive for innovation that connects the retail landscape and redefines the future of shopping,” said Bryan Moore, TalkShopLive Co-Founder and CEO. “By launching the first live window-shopping experiences with our partners at FrontRunner Technologies, we are beginning to solve the question every retailer and brand is asking: how do we connect the digital and physical shopping experiences for our customers? Content is at the core of product discovery and purchase, and through our unique technology we can support a connected approach to digital experience that maximizes content and amplifies omni-channel sales.”