Premium footwear brand Auxiliary has launched an exclusive AR experience in Selfridges on Oxford Street in London.
The ‘Continuous Play’ campaign is the first of its kind using Facebook’s Spark AR platform, and the retailer said it would “redefine immersive retail”.
It launched yesterday in the men’s footwear department at the Selfridges store.
Created by international company Stink Studios, the AR experience can be accessed directly through the Facebook app, with no additional download necessary.
Auxiliary was started in 2017 by Matthew Taylor, formerly of Swear London, Puma and Paul Smith. It launched its first collection ‘Volume 1’ exclusively with Selfridges in 2018.
Technical director at Stink Studios, Matt Greenhalgh, said: “We’ve taken the massive audience and rapid prototyping advantages of Spark AR and paired them with faithful modelling, a bold design and one-of-a-kind shaders to bring the Auxiliary story to audiences in a dramatic new way.
“Employing advanced capabilities like Signed Distance Fields and completely custom PBR materials, we’ve achieved a bold, intriguing look but optimised it to maximise the opportunity for the audience to experience it. It’s an exciting time for retail and we’re delighted to have been part of such a progressive project.”
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