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Selfridges trials ‘fantasy mirror’ technology


Luxury department store Selfridges has launched a new augmented reality (AR) experience which allows customers to try on designer underwear without taking off any clothing.

The ‘fantasy mirror’ from AR firm Holition allows female shoppers to try on lingerie from luxury brand Triumph’s new Essence Collection by simply standing in front of a specially designed screen.

A motion sensor camera attached to the screen takes an infra-red scan of anyone standing in front of it and then creates a highly accurate 3D silhouette of that person which mimics in real-time the movements of the shopper.

Consumers can then ‘try-on’ pieces of the Essence Collection to see how it will fit on their body, with the product realistically projected onto the 3D silhouette, without having to take a single piece of clothing off.

Jonathan Chippindale, CEO of Holition, commented: “The Fantasy Mirror demonstrates how 3D virtual reality solutions can be used to develop the consumer experience. We have integrated elegant design with innovative technology to give female shoppers something they have never seen before.

“The mirror is not an alternative to trying-on clothes, but an additional shopping experience. Consumer expectations are constantly changing as technology evolves and Holition is proud to support this evolution by providing complementary services.”

Holition has previously worked in the retail sphere with both Bloomingdale’s in the US and Harrods in the UK to produce AR promotions which bring virtual projections into the physical world.

A customer trying out the 'fantasy mirror' at Selfridges
A customer trying out the 'fantasy mirror' at Selfridges

Global brand activation firm OgilvyAction organised the latest Selfridges campaign, which launched last Friday and will run for two weeks at the store.

Andrew Reeves, Chief Operating Officer for OgilvyAction, said: “I’m just as proud of the quality of creative which underpins this campaign and covers the entire spectrum.

“Here we have a campaign that includes everything from the creative use of cutting edge technologies to in-store architecture, to window builds and carefully commissioned campaign music and illustrations.”

Published on Tuesday 28 February by Editorial Assistant

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