Net-a-Porter.com, the online luxury fashion retailer, has launched an innovative concept called "The Window Shop" that uses augmented reality to improve a customer's shopping experience.
The technology will be launched on Vogue's Fashion's Night Out, which will take place in London today.
Using image-recognition technology, shoppers will be able to buy and win items from the retailer after downloading the app, which is available for iPhone, iPad 2 and Android platforms.
"The Window Shop" uses Aurasma, an augmented reality technology that unites the physical and virtual environment. The app can "see" products on display without the need for barcodes or tags.
"The Window Shop" will be displayed on vinyl graphics in Mount Street, London from 6pm, when the windows will be revealed.
Users who download the app and visit the pop-up window shops can hold their mobile device in front of the designer fashion and accessories. The products will instantly appear on the device either available as a purchase, or as a potential prize.
Aurasma is an augmented reality technology from software company Autonomy. It acts as a visual browser and instead of keywords, it uses images to trigger searches and deliver content.