Being the innovative group that Code and Theory is, we were curious to see what a retail experience in augmented reality could look like. More importantly, we wanted to understand what shopping in an augmented reality retail environment would feel like.

Our experiments took us down a few different paths. We designed and built an AR in-store retail experience, an AR pop-up retail experience, and some AR outdoor media executions. At the time, “portal” experiences were all the rage, so we created a portal shop experience.

The R&D team consisted of designers, engineers, and producers - the technical and strategic insights gathered were invaluable for everyone involved. The projects ran prior to the Oculus Quest release, so all of the experiments were built on screen-based devices, knowing the potential to scale the experience in the future.