Augmented reality demonstration at Dezeen’s Imagine Shop in Selfridges from Dezeen on Vimeo.
Dezeen Imagine Shop is a London pop-up shop filled with intricate augmented reality pieces. For those who are unsure, augmented reality is the duplicate of your environment (in real time) with computer generated additions (sounds, images, video) intermixed. For example, the shop encompasses trying on watches using the technology, so the watches only exist via the screen. Dezeen has also created the ability to look at full-scale yachts using augmented reality applications; it’s a look into the imagination and the future. The shop was curated for Selfridges Festival of Imagination in London in order to show what shopping in a virtual retail experience would be like. Dezeen editor-in-chief Marcus Fairs states, “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.” By downloading an app and using a tablet, you could start using augmented reality in the comforts of your own home to try on pieces before purchasing. Check out a look at how it works above.