London’s iconic Covent Garden has become the world’s first augmented reality (AR) retail destination. In an unprecedented showcase of AR technology Blippar and Hearst Magazines have partnered to cover a one million sq ft retail space and over 140 retail stores.
Over the next six weeks in the lead up to Christmas, shoppers will be recommended favourite items from Hearst brands’ Elle, Esquire and Cosmopolitan editors, available on the Blippar app to discover.
Each of these individual magazines will also host an event in the location. Other elements of the Blippar activation will see shoppers using the app bring a reindeer to life, and also “Blipp” the iconic Covent Garden Christmas tree unlocking offers from supporting retailers.
Retailers taking part in the event include Clinique, Bobbi Brown, Ted Baker, Paul Smith, The Watch Gallery, Dior, Hackett and Kiehl’s.