Selfridges, the legendary department store in London, has once again taken a bold step by teaming up with the premium footwear label Auxiliary to introduce an exclusive augmented reality (AR) experience. This partnership is part of Selfridges’ ongoing commitment to offering unique and attention-grabbing experiences for its visitors, showcasing its status as a trailblazer in experiential retail.
The innovative campaign, known as Continuous Play, is a groundbreaking move as it is the first time a brand has utilized Facebook’s Spark AR platform in this manner. Launching in the men’s footwear department, this project is set to redefine immersive retail experiences. Auxiliary recently showcased this AR experience on its Instagram account, expressing gratitude to Selfridges for providing a platform to showcase its shoes in a limitless virtual space. Visitors can experience this unique display at Selfridges’ flagship store on Oxford Street through the Facebook app.
In its efforts to entice customers with unforgettable experiences, Selfridges has been actively engaging in experiential retail through initiatives like the Corner Shop, a proposed cinema, and a Skate Bowl in the menswear department. These endeavors are designed to draw individuals away from screens and into physical spaces, creating a distinctive shopping atmosphere. Auxiliary’s collaboration with Selfridges is not new, as the footwear label previously launched its inaugural collection at the department store in 2018.
Established by Matthew Taylor in 2017, Auxiliary has rapidly gained recognition in the premium footwear market. The innovative AR experience was developed in partnership with Stink Studios, with technical director Matt Greenhalgh emphasizing the project’s goal of leveraging Spark AR’s extensive audience and quick prototyping capabilities. Through a combination of precise modeling, striking design, and unique shaders, Auxiliary has effectively portrayed its brand story in a captivating and dynamic new light.
As AR technology continues to play a crucial role in retail for product visualization and entertainment, the collaboration between Auxiliary and Selfridges represents a significant milestone in the industry. With consumers increasingly seeking engaging and interactive experiences, brands must embrace new technologies like AR to remain relevant and enhance the overall shopping journey.
For more information on Selfridges, visit their official website here.
To explore Auxiliary’s premium footwear collection, check out their website here.
