Winter wonderland

The Christmas-themed pop-up, which features 10 displays, includes an ice palace from Frozen, a ship made entirely out of lego and a giant race track. Children can also Skype Santa to put in a present request or use an iPad to create personalised ornaments.

Visitors receive a radio-frequency ID (RFID) tag upon entry that can be used to interact with the displays. The device also doubles as a virtual shopping basket, enabling customers to tap the brand’s bullseye logo at various touch points in the store to buy products as they browse.