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Dezeen Watch Store pop-up: augmented-reality video demonstration

Last week, Dezeen Watch Store and Selfridges launched a futuristic concept shop, featuring an augmented-reality watch store. This movie explains a bit more about the pop-up, and explores how the technology has the potential to transform retail.

The virtual retail experience is part of a Dezeen-curated shop for Selfridges’ Festival of Imagination. According to Dezeen editor-in-chief Marcus Fairs, “The Imagine Shop is an attempt to visualise the kind of products, services and shops we might have in the future.”

Dezeen augmented reality

The augmented-reality watch store was created in partnership with Inition, a London-based technology company. In the film, lead creative Alex Lambert explains a bit more about augmented technology and how it works. To try on the watches, shoppers wear a wristband printed with patterned markers; when held up to a camera the chosen watch appears over the band.

Dezeen augmented reality

“In the future, hopefully people will download the app, use a webcam or tablet and try the watches at home before they purchase online,” says Lambert.

Pop along to Selfridges and try it out for yourself! The Imagine Shop will be open until 2 March 2014.