×
1 059
Fashion Jobs
OLD NAVY
General Manager -Toronto Premium Outlets - Halton Hills, on
CDI · Halton Hills
ESTÉE LAUDER COMPANIES
Operations Manager
CDI · Toronto
ESTÉE LAUDER COMPANIES
Manager, Supply Chain Finance
CDI · Markham
CLINIQUE
Associate Consultant - Clinique - Barrie, on
CDI · Barrie
ADIDAS
Manager, Platform Operations
CDI · Vaughan
ESTÉE LAUDER COMPANIES
Senior Solutions Business Analyst – Mes And Manufacturing Systems
CDI · Markham
CLINIQUE
Clinique - Consultant - Hbc, Park Royal, Vancouver, bc
CDI · Vancouver
CLINIQUE
Clinique - Consultant -Hudsons Bay - Montreal, qc
CDI · Montreal
CLINIQUE
Clinique - Consultant - Lasalle, Montreal , qc
CDI · Montreal
CLINIQUE
Clinique - Consultant -Hudsons Bay - Montreal, qc
CDI · Montreal
CLINIQUE
Clinique - Consultant - Hbc Bayshore in Ottawa, on
CDI · Ottawa
ADIDAS
Senior Financial Analyst, Adidas Brand
CDI · Vaughan
ADIDAS
Senior Financial Analyst, Adidas Brand
CDI · Vaughan
HUGO BOSS
Purchasing & Imports Administrator - Toronto
CDI · Ontario
ESTÉE LAUDER
Business Manager - Estee Lauder - Richmond, bc
CDI · Victoria
CLINIQUE
Associate Consultant - Clinique - Sarnia, on
CDI · Sarnia
CLINIQUE
Hrs - Clinique - Consultant at Hbc Bayshore, Ottawa, on
CDI · Ottawa
CLINIQUE
Clinique Consultant - 30 Hrs - Hudsons Bay Whiteoaks - London, on
CDI · LONDON
CLINIQUE
Clinique Consultant - 18 Hrs - Hudsons Bay Whiteoaks - London, on
CDI · London
CLINIQUE
Clinique Consultant - 39 Hrs - Montréal, qc
CDI · Montreal
ESTÉE LAUDER
Business Manager - Estée Lauder - Toronto, on
CDI · Toronto
CLINIQUE
Clinique Consultant- Southcentre - Calgary, ab
CDI · Calgary

Auxiliary shoes launches AR experience with Selfridges

Published
today Oct 1, 2019
Reading time
access_time 2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Selfridges is continuing to focus on unusual brands and attention-grabbing experiences and its latest move means visitors to the Oxford Street flagship in London can find an exclusive augmented reality (AR) experience there in a deal with premium footwear label Auxiliary.


Auxiliary/Selfridges


The overall campaign is called Continuous Play and it’s the first of its kind to use Facebook’s Spark AR platform, which makes it an interesting move in itself. 

It debuted on Monday in the men’s footwear department with the retailer boldly claiming it will “redefine immersive retail”. And on Auxiliary’s Instagram account, the shoe firm said that Selfridges was “nice enough to provide a bottomless void for us to display our shoes on, thank you kindly for that.
You can have a look at it today at Selfridges oxford street through your Facebook app.”

Experiential retail is really what the department store wants to be seen doing these days with initiatives like its Corner Shop taking it in that direction, as is the plan to open a cinema at the Oxford Street site, and its Skate Bowl in the menswear department. These all help to add further appeal to the store that should encourage shoppers away from their screens and into physical spaces.

Auxiliary already has a history with Selfridges, having launched its very first collection at the upscale department store last year. The company was started back in 2017 by Matthew Taylor, who had previously been with Swear London, Puma and Paul Smith.


 



The AR experience was put together with the help of Stink Studios, Retail Week reported, with its technical director Matt Greenhalgh saying the company used the “massive audience and rapid prototyping advantages of Spark AR and paired them with faithful modelling, a bold design and one-of-a-kind shaders to bring the auxiliary story to audiences in a dramatic new way.”

AR is becoming increasingly important as a retail tool for both product visualisation and entertainment.

Copyright © 2019 FashionNetwork.com All rights reserved.