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Brief Published: 12 Dec 2011

Swarovski’s ‘Let it Sparkle’ AR Window Installation


Like many premium retailers, Austrian crystal specialist Swarovski is embracing augmented reality (AR). The technology is being used as a tool to allow consumers to virtually ‘try on’ expensive and limited-edition pieces – in some cases, without even having to venture in-store.

In order to promote its ‘Let it Sparkle’ Christmas campaign, Swarovski has partnered with NY-based creative technology company GoldRun, to launch a mobile app, which transforms selected products into life-like AR images – enabling the shoppers in its Beverley Hills Rodeo store, to snap photos of themselves ‘wearing’ limited-edition Swarovski-embellished shoes, clothing, and accessories designed by fashion brands such as Missoni, La Perla, and Stuart Weitzman.

Shoppers are encouraged to share the pictures with friends in their social networks, ensuring the promo propagates at high speed all over the net.

Fully committed to a digital Christmas, Swarovski has also created an impressive helix-shaped interactive installation in the store, which combines thousands of the brand’s crystals with LED lights. Fitted with electronic tickers, global Twitter users can display personal messages on the installation by entering #LetItSparkle. These are then displayed to both passers-by on Rodeo Drive, and also on a live stream to fans of the brand’s Facebook page.

China is also getting a dose of holiday AR with Swarovski’s iPhone App, which gives users a chance to virtually interact with favourite items and post photos to social networks for a chance to win the items for real.

For more on how brands are embracing digital channels this Christmas, see E-Commerce Christmas, 2011.