Selfridges pop-up shop of the future

Selfridges flagship store in London has just opened a new futuristic concession called ‘ImagineShop’ which is part of it’s Festival of Imagination. This shop will feature an augmented-reality watch store and a walkaround digital model of a £300 million superyacht. The superyacht will be the biggest, most expensive item ever sold at Selfridges, as the retailer continues to try and blend digital with it’s bricks & mortar channel.

The ImagineShop will also feature objects that express a futuristic aesthetic or future lifestyle and include products we might use in the future such wearable technology and mind-control games. A 3D printed ping pong table is also on sale for £20,000!

The technology has been provided by London augmented reality company, Inition. “Inition is excited about the opportunity bringing our emerging technology production experience to present a world-acclaimed architect’s designs in a retail setting,” said Inition producer Ainsley Henn.

He added: “Being able to walk around a spectacular Zaha Hadid yacht as it ‘floats’ in front of you is very different to flicking through a traditional brochure. As far as we are aware, this is the most expensive retail item to be promoted in such a way.”

This is not the first time Inition have been involved in an augmented reality campaign at Selfridges. They also provided the technology behind the Tissot augmented reality watch campaign a few years ago. That campaign allowed customers to try on virtual watches using screens and cameras located inside one of the 27 main shop windows in the flagship store.

Augmented reality demonstration at Dezeen’s Imagine Shop in Selfridges from Dezeen on Vimeo.

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