EE launches the world’s first augmented reality SUPERSTORE at Wembley Stadium

Try before you buy! EE launches the world’s first augmented reality SUPERSTORE at Wembley Stadium where football fans can explore and buy England merchandise

  • The store opened last week for the England international friends
  • Visitors to the superstore are handed a smartphone as they enter
  • The AR technology allows shoppers to ‘try before they buy’, viewing shirts from a range of angles before deciding on their purchase

EE has launched the world’s first augmented reality (AR) superstore at Wembley Stadium, where football fans can explore and buy England merchandise.

Visitors are handed a smartphone as they enter, via which they are guided around the store by England footballer Trent Alexander-Arnold’s virtual avatar.

The AR technology allows shoppers to ‘try before they buy’, viewing shirts from a range of angles before deciding on their purchase.

All proceeds from the store will then be matched via a donation to the Alzheimer’s Society.

EE has launched the world’s first augmented reality (AR) superstore at Wembley Stadium, where football fans can explore and buy England merchandise

The store opened last week for the England international friends against Switzerland the Ivory Coast – both of which England won.

Ahead of the games, England fans could visit the superstore, which EE describes as a ‘glimpse into the future of retail.’

Pete Jeavons, Marketing Communications Director at EE, said: ‘The EE 5G Superstore is an exciting new shopping experience that provides a glimpse into the future of retail.

‘The possibilities for 5G technology offers are endless and what better way to drive this forward by working with our long-standing partners at the FA and Wembley Stadium to give England fans the chance to buy their kit in a new and innovative way.’

The store is dotted with a series of markers, which fans can scan with the smartphone to view the kit

The store is dotted with a series of markers, which fans can scan with the smartphone to view the kit

The store opened last week for the England international friends against Switzerland the Ivory Coast ¿ both of which England won

The store opened last week for the England international friends against Switzerland the Ivory Coast – both of which England won

The store is dotted with a series of markers, which fans can scan with the smartphone to view the kit.

The avatar of Trent Alexander-Arnold talks fans through the store, directing them on how to make their way through the experience.

Alexander-Arnold said: ‘Being scanned at the volumetric studio to create my 5G powered avatar was like something from a sci-fi film.

‘It was a really cool experience, and the final result looks great! I loved being turned into an avatar and seeing first-hand how augmented reality can create new experiences for fans.’

The EE superstore comes shortly after Dyson launched a virtual reality (VR) store to allow customers to try out their products virtually before buying them.

The Dyson Demo VR experience, accessible via VR headsets, lets users examine and test virtual versions of the firm’s products from their own home.

The experience has been designed to replicate similar physical demo experiences that are available in Dyson’s bricks-and-mortar stores around the world.

Users can choose to test out virtual versions of Dyson’s hair Corrale straighteners, Supersonic hairdryers or Airwrap styler on strands of virtual hair.

WHAT’S THE DIFFERENCE BETWEEN AR AND VR?

Virtual reality is a computer-generated simulation of an environment or situation

  • It immerses the user by making them feel like they are in the simulated reality through images and sounds
  • For example, in VR, you could feel like you’re climbing a mountain while you’re at home

In contrast, augmented reality layers computer-generated images on top of an existing reality

  • AR is developed into apps to bring digital components into the real world
  • For example, in the Pokemon Go app, the characters seem to appear in real world scenarios

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