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Brief Published: 28 Feb 2012

Selfridges’ Fantasy Mirror Ensures Better Fit


London-based augmented reality specialist Holition has developed a project that fuses a bricks-and-mortar experience with virtual retail (see our report Holition: The Interview for more details). The project, called the Fantasy Mirror, is now installed at London department store Selfridges.

Holition’s augmented reality projects have been mostly connected to jewellery brands, but this one is slightly more intimate. The installation allows customers to try on German lingerie brand Triumph’s new Essence collection without removing a single item of clothing.

Created in collaboration with global brand activation agency OgilvyAction (the consumer behaviour arm of advertising agency Ogilvy Group), the Fantasy Mirror uses a motion sensor camera attached to a screen to scan the person standing in front of it. Utilising 3D infrared technology to scan below the clothes – a first for augmented reality projects to date – it then creates a female avatar in the shape of the customer, which moves as the customer does.

The project, which allows the product to be matched to the customer with greater accuracy, may well be a pivotal development in the retail battle to allow online consumers to get the perfect fit.