Over 140 participating stores and restaurants in Covent Garden will be introducing new AR applications over the next six weeks in what will be the largest showcase of AR technology ever attempted in one location.
Merging bricks and clicks, visitors can expect fun and digitally enhanced immersive shopping experiences from world-class brands across beauty, fashion and accessories.
Families can meet Santa in an interactive neighbourhood Grotto, and embark on an AR treasure hunt to catch reindeers hidden around Covent Garden, including the largest digital reindeer ever which will soar around the famous Piazza, merging the real and virtual worlds.
Beverley Churchill, creative director of Capco Covent Garden, said: "We are looking forward to merging the old and the new, the real and the virtual in Covent Garden this Christmas to create a unique and truly magical shopping experience with our friends at Blippar."
Speaking at the launch, Blippar COO Danny Lopez said: "We are very excited to use the festive season as a backdrop for demonstrating the potential of augmented reality. This year we at Blippar will help digitally enhance the Christmas shopping experience and I’m thrilled that millions of visitors will be a part of such an exciting event."