ZARA has announced plans to introduce an augmented reality experience at 120 of its flagship stores worldwide for a fortnight, starting on 18 April. The innovative concept superimposes state-of-the-art technology on its retail proposition, engaging customers both outside and inside the store to shop and share like never before. The experience will be enabled on mobile devices via the ZARA AR app, which can be downloaded through a dedicated in-store wi-fi network. It will be possible to unlock this experience, using the app, in three ways: at the store windows, at in-store podiums and using the boxes in which online orders are delivered.
When smartphones are positioned at the graphic signage located on these elements, models Léa Julian and Fran Summers will seemingly come to life in seven to 12-second sequences on users’ phone screens. Twelve dynamic experiences were captured as holograms on a set spanning 170 sq m and fitted with 68 cameras, one of the largest productions of its kind anywhere in the world.
The models pose naturally, move around and even talk while they showcase ZARA’s Studio Collection as part of a realistic experience tailored for every device and setting. All of the looks displayed can be purchased on the spot in just one click from the ZARA app or directly in store.
From the street the experience will be particularly visible, as the store windows will be empty other than a bold sign calling on shoppers to visit the ZARA AR app.
In addition to enabling online shopping, the app features a tool for sharing the experience on social media, encouraging users to take and submit photos of the holograms, establishing a virtual connection that appears remarkably real. To make the most of this limited-time experience, new sequences will be introduced after the first week.