Auxiliary and Selfridges Debut First of Its Kind Immersive Retail AR Experience

Premium footwear brand Auxiliary, in partnership with Selfridges, will launch “Continuous Play” an exclusive AR experience in Selfridges on Oxford Street, London.

The campaign, created by international creative company Stink Studios, is the first of its kind experience using Facebook’s Spark AR platform. The platform is set to redefine immersive retail.

With no additional download necessary, the full AR experience can be accessed directly through individuals Facebook app. The experience invites users to ‘think inside the box’ as they are sent on a journey through message, detail and design, inviting them to explore the product line.

Matt Greenhalgh, technical director at Stink Studios comments: “We’ve taken the massive audience and rapid prototyping advantages of Spark AR and paired them with faithful modelling, a bold design and one-of-a-kind shaders to bring the Auxiliary story to audiences in a dramatic new way.

Employing advanced capabilities like Signed Distance Fields and completely custom PBR materials we’ve achieved a bold, intriguing look but optimised it to maximise the opportunity for the audience to experience it. It’s an exciting time for retail and we’re delighted to have been part of such a progressive project.”

“Continuous play” will be launching on 29th of September in the Selfridges men’s designer footwear department, Oxford Street, London.