A merchandise display case and system are provided, comprising a frame housing (16), an image projector (30), a mirror (32) and a rear-display panel (40) on which the merchandise (12) is supported and displayed, to provide a view that is a combination of the merchandise and an image emanating from below or behind the merchandise. The emanating image and the selected placement and positioning of the merchandise on the emanating image can be coordinated physically and thematically to create a unique visual experience. The system is interactive, operative in default and interactive modes and includes various video image sources which may be selected by a customer who provides user input signals to a microcontroller subsystem which controls the plurality of video image sources and other components to be responsive to the customer.