Continuous Play

An exclusive augmented reality retail experience at Selfridges, London.

High-end footwear brand AUXILIARY takes skating, cars, and vintage audio products as its inspiration. To celebrate its most recent product launch, we developed an exclusive AR experience at the department store Selfridges in London.

The Continuous Play experience sends you on an AR journey through product materials, inspiration, and design — inviting you to spend a short time thinking inside the box — helping the brand stand out from the crowd.

The experience brings a new approach to Augmented Reality, using Facebook’s Spark AR platform in a mainstream retail experience for the first time. No downloads necessary; the full AR experience is accessed directly through the Facebook app.

Matt Greenhalgh, Technical Director at Stink Studios: “We’ve taken the massive audience and rapid prototyping advantages of Spark AR and paired them with faithful modelling, a bold design and one-of-a-kind shaders to bring the Auxiliary story to audiences in a dramatic new way. Employing advanced capabilities like Signed Distance Fields and completely custom PBR materials we’ve achieved a bold, intriguing look but optimised it to maximise the opportunity for the audience to experience it. It’s an exciting time for retail and we’re delighted to have been part of such a progressive project.”

The in-store experience was promoted across social media, following an exclusive private preview for journalists and VIP influencers.

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