Selfridges launches ‘fantasy mirror’ in store

This blog post may be a little off the point but I could not resist offering what technology is offering underwear shoppers!

Selfridges has a launched a new augmented reality experience which allows customers to try on the store’s underwear without removing their clothing.

The ‘fantasy mirror’ developed by AR specialists Holition enables female shoppers to try on lingerie from the new Triumph Essence Collection by standing in front of a specially designed screen that has a motion sensor camera attached. The camera then takes an infra-red scan of the person standing in front of it and creates a 3D silhouette which mimics in real-time the movements of the shopper.

When customers virtually ‘try on’ the underwear, the products can be seen in real time 3D on the users body without them having to take off a single piece of clothing.

Jonathan Chippindale, CEO of Holition, explained: “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.”

This post is from The Retail Bulletin and is such fun!