AR powered EE 5G Superstore at Wembley Stadium wows fans with Trent Alexander-Arnold avatar
EE is inviting football fans to experience its 5G Superstore at Wembley Stadium, pitched as a world first 5G powered augmented reality shopping experience guided by an avatar of England and Liverpool FC player Trent Alexander-Arnold.
Opening for the England international friendlies against Switzerland and Ivory Coast on Saturday, 26th March and Tuesday, 29th March respectively, fans will be able to browse and purchase official England match day merchandise via AR tech.
Powered by EE’s 5G network, they will be handed smartphones, allowing them to explore the virtual superstore, view the AR football shirts from every angle and zoom in to minute detail, before making their purchase and leaving with their kit.
All proceeds from the EE 5G Superstore will then be matched via a donation to the Alzheimer’s Society.
The charity is the FA’s official charity partner with the England vs. Switzerland fixture dedicated to them.
Throughout the store, there will be a series of markers that fans can scan to view the kit.
Visitors will then be greeted by a virtual Alexander-Arnold who will talk them through the store, showcasing the new England home shirt and directing fans as to how to make their way through the experience.
Shoppers can also pose for a selfie with Alexander-Arnold’s avatar before they head into Wembley Stadium to enjoy the game.
Alexander-Arnold says: “Being scanned at the volumetric studio to create my 5G powered avatar was like something from a sci-fi film.”
“It was a really cool experience, and the final result looks great! I loved being turned into an avatar and seeing first hand how augmented reality can create new experiences for fans, and I can’t wait to see it brought to life by EE 5G ahead of the Switzerland and Ivory Coast friendlies”.
Pete Jeavons, Marketing Communications Director at EE, says: “The EE 5G Superstore is an exciting new shopping experience that provides a glimpse into the future of retail.”
“The possibilities 5G technology offers are endless and what better way to drive this forward than by working with our long-standing partners at the FA and Wembley Stadium to give England fans the chance to buy their kit in a new and innovative way.”
