On the 8th September 2011, luxury online fashion retailer Net-a-Porter made its first move into a bricks-and-mortar space -
featuring an interactive window display on London’s Mount Street in celebration of retail event Fashion’s Night Out, sponsored by Vogue magazine.
The e-tailer commandeered the window of a hair salon for one night only to use it as a static backdrop displaying photos of luxury items. By holding up and an iphone with appropriate app to the backdrop, passers by were given the chance to win the pieces on show. All they had to do was press a ‘Shop Now’ button which directed the user to the Net-a-Porter website.
Proving highly popular, considering the large crowds of consumers gathered around it, the exercise demonstrated how successful augmented reality can be in creating unique experiences.
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