Snap launches AR wardrobe for sporty summer at Selfridges

Snapchat has launched an augmented reality (AR) dressing room at Selfridges’ London store on Oxford Street, in time for the sporting summer.

The AR pop-up dressing room will be available throughout July and August, featuring AR Mirror experiences.

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This way, shoppers can virtually try on their favorite sportswear, interact with top sports brands, and experience AR lenses.

Shoppers can also see them appear in a personalised Team Selfridges Sportopia football kit.

The AR Mirror provides a one-time QR code allowing shoppers to save and share their favorite looks on the platform with friends and family.

Kate Bird, Senior Marketing Director EMEA at Snapchat, said: “We’re thrilled to see our AR wardrobe come to life in an iconic retail destination like Selfridges. Sports fans aren’t just the people who crowd stadiums anymore – there’s a much wider digital audience and new technologies like augmented reality are constantly evolving. the path people engage with sport.

“To connect with the next generation of fans, sports teams, networks and brands need to meet them where they are. Our immersive Locker Room experience demonstrates how Snapchat helps brands connect with digital communities and bring people closer to the games they love.”

Laura Weir, Selfridges’ creative director, added: “We are Really “We are delighted to have Snapchat as part of Sportopia at Selfridges London, offering visitors creative ways to interact with the products and experience. We look forward to welcoming fans to join in the fun in our Snapchat dressing room.”

This movement is part of the the social media giant’s summer initiative, which features its partnership with Warner Bros. Discovery (WBD) to revolutionize the way millions of fans interact and celebrate sports content.

Through this partnership, Snapchat users in the UK, France and the rest of Europe will have access to exclusive content on the Paris Olympic Games. via the social media giant.