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New Look unveils innovative London concept store

High street fashion retailer New Look has opened a new concept store in London’s Marble Arch which features Blippar enabled window displays.

GENERAL MERCHANDISE

New Look unveils innovative London concept store

High street fashion retailer New Look has opened a new concept store in London’s Marble Arch which features Blippar enabled window displays.

Opened by actress and model Kelly Brook, who has collaborated with New Look on a new make-up range, the store uses augmented reality technology to enable shoppers to 'blipp' its windows by downloading the free Blippar app and scanning Brook’s signature to load interactive content.

The technology is also used in-store where customers 'blipp' the POS to load rich media content to enable them to 'try on' Brook's nail varnish range, have their photo taken with her, and watch an exclusive New Look video of the star talking about her new make-up collection.

Natalie Pead, head of multi-channel of New Look, said: "Marble Arch, Blippar and Kelly Brook are the perfect ingredients to showcase the New Look Multi Channel vision, resulting in an innovative, unique shopping experience. The Blippar technology enables us to continue to ensure that our girls continue to look good, feel great – and most importantly, have fun."

James Shepherd, head of business development of Blippar, added: "This is a real ground breaking moment for both Blippar and New Look. Being able to work with the New Look team on creating some exciting and engaging content for its customers to interact with whilst they shop brings a whole new dimension to browsing.

"The window display looks fantastic and we can’t wait to see it rolled out across other New Look stores. Having Kelly Brook involved in this too just adds to the excitement."

The Kelly Brook window display will be featured on over 700 New Look stores throughout Europe.

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