INITION Powers Outdoor Augmented Reality Campaign for John Lewis and Samsung


INITION’s in-house production team have completed work for an augmented reality interactive campaign to promote Samsung’s new range of Smart TVs at two flagship John Lewis stores.

To attract the attention of busy shoppers, the windows of John Lewis on Oxford Street and Peter Jones in Sloane Square have been transformed into interactive cinematic experiences.

The engaging installation supports a wider campaign to position John Lewis as the retailer to experience the latest Smart TVs under the campaign message ‘BEAUTIFUL– On or Off’.

Experiential marketing agency TRO Group was hired to devise the creative for the campaign which is running 24/7 until May 7th.

As people walk past, they see themselves reflected on a large Samsung video wall. The text “Stand here to make something beautiful happen” is augmented onto a floor marker, inviting them to stand in position.

When doing so, four themed plinths emerge from the ground. Waving a hand over each one activates a 4K video sequence designed to showcase the picture quality of the new range.

TRO Samsung - Outdoor Augmented Reality campaign for John Lewis and Samsung from INITION on Vimeo.

Inition designed and built the custom hardware to sense the curious people walking past as well as conceived, modelled, animated and rendered the high resolution, photo realistic augmented reality visuals.

Stuart Cupit, Co-Founder and Director of Inition said: “This challenging project drew upon a wide range of disciplines from our in-house production team to put together a seamless experience with photorealistic visuals to blend in with the street scene utilising a bespoke hybrid array of sensors to allow responsive and reliable interaction with the content.”