Liminal retail

Nike introduced the Nikeland Roblox experience to its NYC flagship store in January. The first floor of Nike’s NYC House of Innovation has been “transformed into an augmented reality version of Nikeland,” said the brand. Through the month, shoppers can use Snapchat Lenses alter their own 3D avatars with Nike products, play Nikeland’s Pachinko Obby Ball, and compete in an AR-enabled version of the “Floor is Lava,” similar to the game offered on Roblox, adding an interactive layer to the traditional storefront format.

“We see big opportunity in taking the reality around you and layering the digital world on top of it,” Carolina Arguelles Navas, group product marketing manager at Snap AR, tells Wunderman Thompson Intelligence. “From shopping experiences to travel, there’s an endless opportunity to take the power of digital content and layer this onto the physical world around you.”

Savage X Fenty’s new storefront blends physical shopping and interactive digital experiences that allow shoppers to visualize themselves as avatars. The shop, which opened in Las Vegas in January, is the first of five total storefronts that the brand plans to open in early 2022. Using AR body scans, Savage X Fenty offers patrons personalized product recommendations based on their body size and shape displayed on a 3D body scan. The technology, by Fit:Match, allows customers to “shop on their own terms and move seamlessly between a uniquely Savage immersive retail experience and the convenient online interaction they already love,” Savage X Fenty co-presidents Natalie Guzman and Christiane Pendarvis told Fashion United.