London‘s iconic Covent Garden has become the world‘s first augmented reality (AR) retail destination.
In an unprecedented showcase of AR technology Blippar and Hearst Magazines have partnered with Covent Garden to cover a one million sq ft retail space and over 140 retail stores.
Over the next six weeks in the lead up to Christmas, shoppers in the Covent Garden estate will be recommended favourite items from Hearst brands‘ Elle, Esquire and Cosmopolitan editors, available on the Blippar app to discover.
Each of these individual magazines will also host an event in the location. Other elements of the Blippar activation will see shoppers using the app bring a reindeer to life, and also “Blipp” the iconic Covent Garden Christmas tree unlocking offers from supporting retailers.
READ MORE: Retail Gazette Loves: British Land’s augmented reality game
Retailers taking part in the event include Tilbury, Clinique, Bobbi Brown, Ted Baker, Paul Smith, The Watch Gallery, Dior, Hackett, Sandro, Kiehl‘s and Charlotte among others.
Eight digital reindeers will also be hidden around the huge retail area, if a shopper finds all eight they are entered into a daily competition. Santa will also be on hand in an interactive AR neighbourhood grotto.
“We are very excited to use the festive season as a backdrop for demonstrating the potential of augmented reality,”Blippar chief operating officer Danny Lopez said.
“This year we at Blippar will help digitally enhance the Christmas shopping experience and I‘m thrilled that millions of visitors will be a part of such an exciting event.”
Click here to sign up to Retail Gazette’s free daily email newsletter
