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Brief Published: 9 Sep 2011

Net-a-Porter's Augmented Reality Pop-up


Luxury fashion e-tailer Net-a-Porter took its digital prowess onto the streets last night with an interactive window display on London's Mount Street – in celebration of retail event Fashion's Night Out, sponsored by Vogue magazine.

Having commandeered the window of a hair salon for the night – to use as a static backdrop displaying photos of luxury items – passers-by were given the chance to win the pieces on show. All they had to do was hold up an iPhone or iPad (once loaded with the appropriate app) to the display, and press the 'Shop Now' button. This directed them to the regular Net-a-Porter site for their chance to win.

Proving highly addictive, especially for the large crowd of competitive fashionistas gathered around it, the exercise demonstrated how successful augmented reality can be – and how it could be used in locations off the beaten track as a far cheaper alternative to conventional pop-up retailing.

See our reports Holition: The Interview and Augmented Reality Retail for a deeper insight into how augmented reality is enhancing shopping experiences.