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Covent Garden becomes world's first augmented reality shopping destination

Lauretta Roberts
18 November 2016

Covent Garden has been transformed into the world’s first augmented reality (AR) retail district in an initiative created in partnership with pioneering AR and visual discovery app Blippar and Hearst Magazines UK.

The Blippar activation in Covent Garden, which runs over the Christmas period, will be the largest showcase of the impact of AR technology and gamification ever attempted in one location, creating immersive experiences "that will transform brand loyalty and increase footfall, dwell time and revenue".

It covers one million sq ft of the Covent Garden estate with more than 140 participating stores and restaurants including The Watch Gallery, Dior, Hackett, Sandro, Kiehl’s, Charlotte Tilbury, Clinique, Bobbi Brown, Ted Baker and Paul Smith.

Hearst Magazines UK has collaborated with Blippar to create bespoke interactive AR beauty and fashion gift guides which are unique to the shopping district. For the next six weeks, style editors from three of Hearst’s brands – Esquire, Elle and Cosmopolitan – will be working with 35 retailers within Covent Garden to recommend their favourite product gifting selection, which can be discovered exclusively through the Blippar app.

Esquire, ELLE and Cosmopolitan will also support the initiative via print and digital platforms, and each brand will host a bespoke event in Covent Garden during the festive period.

Gamification elements to the campaign include giving visitors the ability to "bring to life" a digital reindeer which will appear to "fly" above the heads of users of the Blippar app. Shoppers can also "blipp" Covent Garden’s 50ft Christmas tree in the Piazza, which will unlock retailer and restaurant “offers” from around the district.

Families can collect further rewards by meeting Santa in an interactive neighbourhood grotto before taking part in an AR treasure hunt to find and "blipp" all eight reindeers hidden around Covent Garden, to be entered into a daily competition to win exclusive retailer gifts.

"We are very excited to use the festive season as a backdrop for demonstrating the potential of augmented reality," said Blippar chief operating officer Danny Lopez. "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."

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