An AR shopping boutique has finally arrived. Augmented reality has taken off in the last year, and cult fashion boutique Machine-A and the Institute of Digital Fashion is teaming up to launch the first “augmented store environment” to promote designers like Martine Rose and Richard Quinn during London Fashion Week. To “enter” the store, shoppers will be provided with a QR scan code, which prompts a “digital rendering of sales floors where customers can explore and view the Autumn/Winter 2021 collections, unfinished pieces and personal messages from the designers sharing their inspiration or personal views on the future of fashion.” (Vogue Business)
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