Snap connects with sports fans with launch of AR dressing room at Selfridges store on London’s Oxford Street — Retail Technology Innovation Hub

Snapchat has launched a sports-themed augmented reality (AR) dressing room at Selfridges’ Oxford Street store in London.

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

Shoppers will be able to virtually try on their favourite sportswear, interact with top sports brands and experience augmented reality lenses. They will also be able to see how they will look in a personalised Team Selfridges Sportopia football kit.

A QR code will allow them to save and share their favorite looks with friends and family.

Kate Bird, Senior Marketing Director, EMEA, Snapchat, said: “We’re thrilled to see our AR wardrobe come to life in an iconic shopping destination like Selfridges.”

“Sports fans are no longer just the people who crowd stadiums: there is now a much larger digital audience, and new technologies like augmented reality are continually changing the way 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.”