As part of the Festival of Imagination, Dezeen curated a concept store within the flagship branch of Selfridges and approached Inition to provide examples of how technology could impact retail in the future.
Inition worked with Dezeen to bring their online Watch Store to life using AR. We recreated a carefully curated selection of timepieces as animated 3D models displaying current local time and designed a bespoke paper marker to fit around the wrists of potential shoppers.
When wearing the marker, users can scroll through the collection of watches on the screen in front of them and see themselves wearing any watch of their choosing. “In the future hopefully people will download the app, use a webcam or tablet and try on the watches at home before they purchase online.” Alex Lambert, Inition lead creative.
The augmented reality watch presentation will be in Selfridges until March 2014 and has received much attention from the press including a the BBC coverage below.
“The most exciting thing here is that we’ve worked with Inition, which is a 3D visualisation company, to show how augmented reality could be used in stores of the future,” Marcus Fairs, Creator of Dezeen.