Walking on air: The new reality in shopping

New York – As we move Beyond Retail, sportswear brand Airwalk has advanced beyond shops with its invisible pop-up stores.

To promote its Jim Shoes earlier this month, the brand invited users to download an augmented reality iPhone app developed by mobile platform GoldRun that launched invisible pop-up stores in New York and Los Angeles. Participants then headed to Venice Beach in Los Angeles and Washington Square Park in New York where they tried to take a picture of the virtual shoes that could only be seen using their phones and augmented reality.

Those who managed to photograph the shoes, either the ladies’ shoe in red plastic or the men’s tennis shoe, could then buy them in the brand’s webstore using a pass code link.

For more on how brands can use technology to reach consumers, read our Generation D report.