Selfridges London, the UK’s second largest department store, has unveiled a virtual reality and augmented reality display as part of the Festival of Imagination.
‘The Imagine Shop’ devised and curated by Dezeen and Inition, will showcase future-facing products, and includes a pop-up watch store, which allows customers to virtually try on a range of watches which are modelled to their wrist using 3D tracking technology.
The ‘digital window’ makes it look like the user is wearing the watches for real. They can look at each design from different angles by rotating their wrist as they normally would.
“Dezeen has long been a rich source of reference and inspiration for the creative teams at Selfridges, and we're delighted to finally be collaborating with them on such a uniquely imaginative project.” said Linda Hewson, director of creative and windows at Selfridges.
If the marketing works, this will be the most expensive item ever to be sold in Selfridges.
A plinth transforms into a holographic style visualisation of the yacht when viewed through an iPad, with users able to walk around the yacht 360 degrees and physically move in closer to see finer details.
Each section of the yacht is supported by a brief animation – the Aft Deck, Four Deck, Ariel View, Main Salon and Master Stage Room.
A representative of Blohm + Voss will fly over to London to discuss purchase options with potential customers.