For all you tech savvy fashionistas out there you should check out New Look’s UK flagship at Marble Arch. The store has launched an innovative concept with Blippar, the world’s first mobile augmented reality and image recognition platform enabling advertisers to reach consumers via outdoor ads, billboards, magazine and in New Look’s case, window displays. For the less tech savvy, Blippar is simply another phone app, but the first of its kind to recognise images.
New Look had a glamorous assistant on hand to cut the ribbon and launch the concept, the lovable and curvy Kelly Brook. Kelly Brook has long had links with New Look with her high street lingerie and swimwear lines appealing to a wide range of customers. Kelly kept her clothes on for the launch wearing a seventies inspired black wide-legged jumpsuit with up hair. The new Blippar POS is for Kelly Brook’s new make-up range. The store is one of the new premium and boutique stores featuring cutting edge technology such as the Blippar enabled Kelly Brook POS.
So how does it work? Customers are able to ‘blipp’ the POS to load rich media content enabling them to try on Kelly Brook’s nail varnish range as well as having their photo taken with Kelly and watch an exclusive New Look video of Kelly talking about her new make up range. To blipp the window display customers need to download the free Blippar app then scan Kelly Brook’s signature to load interactive content.
No other retailer uses this technology and the Kelly Brook window display will be featured on over 700 stores throughout Europe. It’s fun, particularly for New Look’s targeted young customer, and it adds another dimension to shopping being a social activity. Download, play and shop.