Selfridges has teamed up with Snapchat to introduce an augmented reality (AR) locker room to the retailer’s Oxford Street store, in celebration of the summer of sport.
The pop-up, which launched this week, allows shoppers to virtually try on sports kits and interact with their favourite sports brands.
Featuring AR mirror experiences, the locker room gives customers new ways to interact with AR lenses, virtually try on sports kits, and see how they’d look in a custom-made Team Selfridges Sportopia football kit.
Customers using the AR mirror will be given access to a one-time QR code, where they can save their looks to their devices to share on Snapchat.
The initiative, which runs throughout July and August, sits within Selfridges’ wider in-store Sportopia activity, which sees the department store turn into a “sports venue like no other” over the summer.
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The move comes after Selfridges unveiled a Harry Styles Pleasing pop-up in May, featuring the brand’s first summer ready-to-wear collection.
Selfridges chief creative Laura Weir said: “We’re really excited about having Snapchat as part of Sportopia at Selfridges London, giving visitors creative ways to engage with product and experience.
“We’re looking forward to welcoming fans to have fun in our Snapchat locker room.”
Snapchat EMEA senior marketing director Kate Bird added: “We are delighted to see our AR locker room come to life in an iconic shopping destination like Selfridges.
“Sports fans are no longer just the people flooding the stadiums – there’s a much larger digital audience, and new tech like AR is continually changing the way people engage with sport.”
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