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Selfridges London Embrace Augmented Reality

As part of the Festival of Imagination, Selfridges in London has unveiled a virtual reality and augmented reality display called ‘The Imagine Shop’. The shop will showcase future-facing products and include a pop-up watch shop allowing customers to try on a range of virtual watches which will display in their wrist using 3D tracking technology.

The idea has been devised and curated by Dezeen and Inition and will be open to the public until March 2nd. One of the most expensive items on display is a £300m luxury 90 metre super yacht designed by Blohm + Voss in partnership with Zaha Hadid. If the item sells, it will be the most expensive item to have ever been sold in Selfridges.

The products on feature at the store are split into three categories: future beauty (featuring objects that express a futuristic aesthetic), future life (including new product technologies) and wearable technology (which include a £20,000 3D printed ping pong table).

More information can be found on their website.


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