Snapchat & Selfridges unveil AR Locker Room for Sportopia

Snapchat has partnered with Selfridges to launch an Augmented Reality (AR) Locker Room in the esteemed department store as part of the Summer of Sport festivities.

The initiative, set against the backdrop of Selfridges' Sportopia celebration, is aimed at providing shoppers with an immersive and interactive sports-themed experience this summer.

The AR Locker Room will be available throughout July and August at Selfridges on Oxford Street, London. The installation features AR Mirror experiences, allowing visitors to try on sports kits from their favourite teams virtually and interact with AR lenses. One exclusive offering includes a bespoke Team Selfridges Sportopia football kit, which users can virtually don and preview. Shoppers can save their favourite looks via a one-time QR code and share them on Snapchat with friends and family.

The AR Locker Room is a key feature within Selfridges' broader Sportopia initiative. Sportopia itself includes interactive displays, such as Champion Sports Barr, an Olympic swimming pool experience, a 40ft climbing wall, and various recreational gaming setups like chess boards, table football, and arcade sports games. This comprehensive setup encourages visitors to support, socialise, and engage in leisurely activities.

Kate Bird, EMEA Senior Marketing Director at Snapchat, expressed enthusiasm about the collaboration. "We are delighted to see our AR locker room come to life in an iconic shopping destination like Selfridges. Sports fans are no longer just the people flooding the stadiums - there's a much larger digital audience, and new tech like AR is continually changing the way people engage with sport," she said. Bird also highlighted the considerable impact of such technologies, adding, "To connect with the next generation of fans, sports teams, channels and brands have to meet them where they are - and our immersive Locker Room experience demonstrates how Snapchat is helping brands to connect with digital communities and getting people closer to the games they love."

Laura Weir, Chief Creative at Selfridges, shared her excitement about incorporating Snapchat's technology into the Sportopia festivities. "We're really excited about having Snapchat as part of Sportopia at Selfridges London, giving visitors creative ways to engage with product and experience. We're looking forward to welcoming fans to have fun in our Snapchat locker room," she stated.

In addition to the AR Locker Room, Sportopia's diverse offerings provide visitors with an opportunity to explore a range of sports in an entertaining and unconventional setting. Selfridges aims to create a vibrant atmosphere that celebrates both popular and niche sports while promoting active participation and social interaction.

The initiative highlights the evolving intersection of technology, retail, and sports. As augmented reality continues to transform consumer experiences, partnerships like that between Snapchat and Selfridges exemplify how digital innovations can change traditional retail settings, providing customers with different ways to interact with products.