When you ask people what augmented reality (AR) is, the general response is a look of confusion, followed by something similar to ‘is that the same as 3D cinema?’ According to our clever friends at Wikipedia, AR is a term for a live direct or indirect view of a physical real-world environment whose elements are augmented by virtual computer-generated imagery… In other words your view of reality is altered and pretty pictures appear.
It’s a growing trend with everyone from the big brands such as Adidas, Lego and BMW right down to county councils using it to spice up iron age tour guides. However thanks to Holition [client], augmenting retail is quickly becoming an integral part of the retail marketing plan and Tissot is making a splash with a two week interactive touch screen window display at Selfridges on London’s Oxford Street. The installation went live on May 13th.
Using a free paper cut out consumers hold it up to the screen and through the scrolling menu can see themselves trying on all 28 Tissot watches in the new Touch Collection as well as adjust the strap size and colour and learn about additional features at a touch of a button.
We were on site to get the punters’ view and it was great to see everyone of all ages giving it a whirl. One man even described AR and the display as “the deep blue ocean”, on further digging what he was trying to say was that it was innovative, exciting and fresh.
Go and check it out at the window now! Cheesy snap below shows me having a go.
You can see the demo on YouTube here
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Holition ‘does’ Selfridges
Posted by Jenny Sneyd May 17 2010 10:48am