Off-White Uses Augmented Reality in New Window Displays

Off-White Uses Augmented Reality in New Window Displays

Off-White just killed the window display game.

Off-White just killed the window display game.

Text: Teddy Willson

Virgil Abloh’s creations for Off-White already feel otherworldly, futuristic and multi-dimensional. Now, the designer has kicked it up a notch with the use of augmented reality.

The experience is currently available to customers who visit three select stores, which will feature a special installation of the label’s Pre-Fall and Fall “Incompiuto Aesthetic.” The Las Vegas outpost will have the interactive experience throughout the summer, while the New York and Milan shops will have it for a limited time.

The experience takes place in an often-neglected and underrated aspect of the shopping experience: the window display. Window displays have always been meant to draw in potential customers, but the Off-White display will do an exceptional job of it, as it requires the shopper to take part.

Upon visiting the store, customers will see a display of shoes—namely the ODSY—against a neon green backdrop. By connecting to the Incompiuto page of Off-White’s website on their mobile devices, visitors will be prompted to allow camera access. Doing so will allow customers to jump into another reality. The website will grant access to videos that turn the greenscreen into different scenes.

Abloh seems to be having fun with greenscreens lately. He just did something similar with Louis Vuitton’s since closed pop-up in the Lower East Side. In an Instagram story, LV’s artistic director of men’s wear challenged followers to turn the boutique’s neon green façade into a new setting. The makeshift greenscreen let Off-White junkies take part in the creativity, and now, the augmented reality window displays will do the same.

Preview the Off-White window displays, below.

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