What: Burberry, Louis Vuitton and JW Anderson are testing pop-up shops that pull in customers using tech like Augmented Reality and Virtual Reality.

Why is it important: In these uncertain times, going to a department store to do a pop-up is an easier and safer option.

Burberry’s new pop-up opens in Harrods with an AR experience that brings to life Greek Elpis statue in a Pokémon Go-style digital dimension. At Selfridges, JW Anderson has launched a pop-up created with Sharp End, a connected experience agency, that uses QR codes to trigger AR visuals like mushrooms growing, bees buzzing and flowers blooming. Louis Vuitton opened a pop-up in Paris, where customers can use the Vuitton app to tap into an AR experience interacting with animated mascots Zoooom with Friends, first introduced by Virgil Abloh for the Spring/Summer 2021 collection.

Despite easing restrictions in the UK and an initial reopening rush, footfall in the UK’s key shopping areas are still down, according to the latest weekly footfall monitor from Springboard, a retail data intelligence firm. The US, Italy and Sweden face similar challenges.

Pop-ups in department stores are proving to be especially popular, as many brands are hesitant to commit to longer term leases because of the uncertainty around when tourists will return, says Peter Mace, Cushman & Wakefield’s head of Central London retail, who specialises in luxury locations. However, large spaces have had “limited interest” compared to smaller premises because of the cost of fitting out a space.

New-era AR and VR pop-ups