A digital mirror that allows shoppers to see how they would look in a new range of luxury lingerie – without having to take off their own clothes – has been unveiled.
The new Fantasy Mirror, from augumented reality specialists Holition, is the centrepiece of a multimedia campaign around the newly-launched Triumph Essence range that also includes QR codes and a mobile app.
Now live at London’s Selfridges, where three ranges from the Helena Christensen-fronted luxury lingerie collection are now exclusively available for a fortnight, the campaign was launched at an invitation-only event that saw guests able to use QR codes embedded in their invitations and within the store’s window displays to download a mobile app. The app, developed by Aurasma, has previews of the range, offers the ability to make an appointment to use the Fantasy Mirror in-store, and also links to the Selfridges online store. It can also be used to scan lace butterflies and birds in the window display in order to access more video preview material.
At the heart of the campaign is the Holition-powered Fantasy Mirror. Aided by Triumph fitting experts, shoppers can use it to choose an item and see it fitted on their silhouette, moving with them in real time.
The Fantasy Mirror uses a motion sensor camera attached to the screen, which scans anyone standing directly in front of it. It uses infra-red technology to create a highly accurate 3D reconstruction of the environment, and the resulting 3D silhouette of a female avatar moves in real time to the viewer’s motion.
OglivyAction, the agency which developed the campaign and worked with Holition and Triumph to create the Fantasy Mirror, says the campaign offers a “rich shopper experience where the real and digital worlds seamlessly meet.”
OgilvyAction chief operating officer Andrew Reeves, said: “Our mantra is one of influencing purchase behavior using the relevant mix of our shopper, digital, promotional, experiential and trade expertise.
“I can think of no better demonstration of our activation proposition than this campaign which communicates with consumers at every significant on and offline touchpoint on the path to purchase.”
Jonathan Chippindale, chief executive of Holition, said: “The Fantasy Mirror demonstrates how 3D virtual reality solutions can be used to develop the consumer experience.
“We have integrated elegant design with innovative technology to give female shoppers something they have never seen before. The mirror is not an alternative to trying-on clothes, but an additional shopping experience. Consumer expectations are constantly changing as technology evolves and Holition is proud to support this evolution by providing complementary services.”
Retail displays supplier Creative Services developed the window and retail displays in store.
