Consumers can now click on the Zara AR app and see models “come to life” wearing select looks from the company’s Studio Collection.
The augmented reality experience can be unlocked in four ways: through store windows; in-store podiums; on boxes delivered to homes from online purchases, and via dedicated images at zara.com. The app itself can be downloaded through an in-store Wi-Fi network using the QR code or from either iTunes or Google Play. It is also accessible at the company’s web site.
The two models — Léa Julian and Fran Summers — participate in seven- to 12-second sequences on a customer’s phone screen. For the in-store podium, the user needs to stand in a certain spot for the app to work. The home-box sequence features the holograph of the model waltzing on top of the box. The option in front of a desktop has both models walking and posing, but this particular feature also allows one’s hand to be placed in-between the computer screen and mobile phone to make it appear as if the models are walking on the palm of the hand.
There is one set of looks for the AR feature this week, and another set that begins late next week. The entire run of the AR experience is slated for two weeks, and is available in all 120 of Zara’s global flagships. Seven of those flagships are in the U.S., with three in Manhattan.
Most of the brand’s new spring looks are in stores now, as well as all of the items — about 30 stockkeeping units — from its Studio Collection.
The AR experience allows Zara to engage with its customers both outside and inside the stores. The app also has a tool for sharing the experience on social media, encouraging users to take and submit photos of the holograms. Zara’s AR app and experience was developed by Paris-based creative director Ezra Petronio, cofounder of Self Service magazine, together with Holooh of France and Inria, a French public research body dedicated to digital science and technology.