Augmented Reality Retailing: New Interactive Blippar Retail Window Display for New Look’s Innovative Marble Arch Store

Last week fashion retail chain New Look opened a brand new store in Marble Arch, London. The new shop showcases a number of innovative retail design concepts and high-tech interactive gadgets, which New Look hopes to roll out to other stores across Europe in the coming months.

The store features groundbreaking technology including a Bodymetrics 3D body scanner which allows customers to find the perfect fitting-outfit without even trying it on. The retail window displays utilise a new technology called Blippar – an image recognition phone app which ‘brings products to life’ with augmented reality experiences and exciting instantaneous content, engaging prospective customers and inviting them to interact with the store displays.

The new store was opened during a special ceremony, featuring Kelly Brook and the retail window display features Kelly Brook’s new make-up range with an interactive Blippar POS technology which enables customers to virtually try on nail varnish using their smart phones and watch videos of Kelly demonstrating the features of the new range. To use the media-rich interactive content, customers have to download the free Blippar app and then scan Kelly’s signature to enable the exclusive features.

According to New Look, the augmented reality Blippar retail experience will set a precedent for all New Look Stores who hope to follow suit with their own Blippar-enabled window displays at more than 700 New Look stores throughout Europe. Head of Multi Channel Retailing for New Look, Natalie Pead is excited about the implications for using interactive technology in retail design:

“Marble Arch, Blippar and Kelly Brook are the perfect ingredients to showcase the New Look vision, resulting in an innovative, unique shopping experience. The Blippar technology enables us to continue to ensure that our girls continue to look good, feel great – and most importantly, have fun.”

James Shepherd, Head of Business Development at Blippar added:

“This is a real ground breaking moment for both Blippar and New Look. Being able to work with the New Look team on creating some exciting and engaging content for its customers to interact with whilst they shop brings a whole new dimension to browsing. The window display looks fantastic and we can’t wait to see it rolled out across other New Look stores.”