In the digital world DIY and gardening stores speak one common Language: Products. Products and products. But where is the physical satisfaction of a DIY project? The sense of touch. the feeling of excitement and juvenile curiosity. In spring 2016 HORNBACH started a digital based promotional campaign that switched the HORNBACH web store from digital to analog. By using Autonomous Sensory Meridian Response, a high-end 3d recording technology that enables sensory responses from the brain. Creating the first ever tangible website. An online shopping experience, that brings the joy of interacting with materials to life. Even online.