Hugo Boss Wows with Augmented Reality Shopping Experience

LONDON, December 18 - AUGMENTED reality pioneers Total Immersion have come up trumps with their
first ever UK shop front experience at Hugo Boss.

Located at Sloane Square, the 'Black Magic' experience has been created
for Hugo Boss by London-based creative agency SimonandJohn in a bid to take
window shopping to a whole new level. The installation was produced by UK
firm, Crossplatform.

As part of the three week promotional campaign, shoppers can pick up
special trigger cards to play a virtual game of blackjack in store for their
chance to win up to GBP250 worth of Hugo Boss vouchers.

Myles Peyton of Total Immersion explains: "The AR experience was created
around the concept of black magic to have synergy with the brand. It uses a
deck of cards, which are shuffled to reveal a different card every time a new
trigger card is used. Shoppers with the winning card are then able to collect
their voucher to spend in store.

"AR takes traditional window shopping to a whole new level and is a
unique way of increasing footfall and sales within the store", he said. "Shop
front displays can be gimmicky and uninspiring this time of year, but by
giving customers a genuinely exciting brand experience, Hugo Boss are having
a real impact."

Part of the 'Black Magic' campaign includes a double page promotion in
December week one issue of Stylist and Shortlist magazine, with a high value
trigger card for readers to bring in store.

SimonandJohn creative agency, explain: "The Stylist and the Shortlist are
both fast becoming the UK's biggest free magazines. They are both written by
a very impressive editorial team, so we embraced the opportunity to work
exclusively with them on this project.

"I think it took us all by surprise the overwhelming positive response
from their readers. They seem to relish the opportunity to interact with the
technology and of course were hugely motivated by the chance of wining.

"Some people were so intrigued by the concept that the actual magazine
itself could trigger the experience, that they came from North and South
London in their lunch breaks to try their luck."

The Black Magic installation is live for three weeks until December 20th,
and includes AR displays inside and outside the store, where shoppers can use
their trigger cards to view interactive footage of Hugo Boss catwalk shows.

For press enquiries, contact Corrina Cockayne on +44(0)7765-404616,
or e-mail: corrina@vpublicrelations.co.uk.

For press enquiries, contact Corrina Cockayne on +44(0)7765-404616, or e-mail: corrina at vpublicrelations.co.uk.