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Tesco’s F&F fashion label is available primarily online and customers seldom get to see much more than a limited range in superstores. The F&F team wanted to showcase the brand in a traditional fashion shopping environment and asked us to come up with a temporary store. Taking timely design inspiration from the Queen’s Diamond Jubilee weekend, we created an innovative 1950’s themed pop-up shop in Covent Garden, London. Running over four days the shop fused a physical fashion store with the latest in retail and online technology, including: clothes tags that featured QR codes that allowed customers to shop on their smartphones and try on the range virtually, using a ’virtual fitting room’, while the latest augmented reality technology allowed users to view exclusive video content of the new range or view live Tweets on a specially created screen. The shop featured in key national press titles, including: The Daily Mirror, The Daily Express and the Sunday Mirror. Over 2,700 people visited the store, whilst over 192,000 people were reached via Twitter.
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