If the Oxford Street Christmas lights seem a little pedestrian this year, you might enjoy a visual extravaganza taking place in central London tonight. The Vienna tourist board want to transform their city's image from one of string quartets, schnitzels and Strauss Waltzes to something more 21st Century. To wit, they've arranged for 'cutting-edge 3D projection technology' to 'digitally reskin' the facade of the Imagination building (that curvy terrace half way down Tottenham Court Road, on Store Street). The PR showreel will pick out the best of Austrian culture in a five-minute flick called 'Now or Never' (as though they want tourists 'now', but never in the future...weird). If you want to know what 'a living 3D film' looks like, head down to Store Street for 'screenings' between 8pm and 9pm. Oh, and there's a Facebook comp, too. Image by Simon Rigglesworth in the Londonist Flickr pool.