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John Lewis Using Augmented Reality in Flagship Store

With augmented reality (AR) no longer a niche technology, its not surprising to see it being utilised by a host of different companies. AR is being used on the Rugby World Cup tickets, for celebrating the Queens reign and now retailer John Lewis Partnership (JLP) is trialling the tech in its flagship store in Oxford Street, London.

In partnership with Cimagine, John Lewis has created a virtual showroom in the store, and is also planning to add a similar display at its Cambridge store reports Insider Retail. Using Cimagine’s technology any physical space can be turned into a virtual showroom using AR to add high resolution computer-generated models, such as furniture and appliances, to the real in-store environment. Cimagine’s omnichannel solution, JLP can essentially give clients the ability to look at an endless catalogue of furniture by provide an infinite showroom in-store.


Matt Hully, head of brand innovation at JLP said: “Technology will play a key role in the new Home Department at John Lewis Oxford Street, helping customers visualise new ways to personalise and design their home.”

“Central to this is our new partnership with Cimagine. It allows customers to visualise products in life like 3D, rather than just on the pages of a catalogue; helping them to virtually ‘try’ an item before they buy it. We hope it will give our customers a taste of the future of shopping and enhance their overall experience. This is just the first step in using a very exciting technology,” he added.

“It’s exciting to see a giant in its field like John Lewis take the leap towards a huge change in the industry, creating a better experience for both costumers and retailers. I truly believe that this partnership is a significant step forward in the future of both augmented reality and retail,” said Cimagine’s CEO, Yoni Nevo.

VRFocus will continue to report on the advances and implementation of AR across all industries as it happens.

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