Snapchat connects with sports fans as its AR locker room comes to life at Selfridges Oxford Street London store

Snapchat has launched a sports themed augmented reality (AR) Locker Room at Selfridges’ store on Oxford Street, London

The pop-up will be available throughout July and August, offering AR Mirror experiences.

Shoppers will be able to virtually try on their favourite sports kits, interact with top sports brands and experiment with AR lenses. They can also see their appearance in a custom Team Selfridges Sportopia football kit.

A QR code will let them save and share their favourite looks with friends and family.

Snapchat Senior Marketing Director of EMEA, Kate Bird, says: “We are delighted to see our AR locker room come to life in an iconic shopping destination like Selfridges.’

“Sports fans are no longer just the people flooding the stadiums - there’s a much larger digital audience, and new tech like AR is continually changing the way people engage with sport.”

“To connect with the next generation of fans, sports teams, channels and brands have to meet them where they are – and our immersive Locker Room experience demonstrates how Snapchat is helping brands to connect with digital communities and getting people closer to the games they love.”

Selfridges Chief Creative, Laura Weir, says: “We’re really excited about having Snapchat as part of Sportopia at Selfridges London, giving visitors creative ways to engage with products and experience. We’re looking forward to welcoming fans to have fun in our Snapchat locker room.”

2024 RTIH INNOVATION AWARDS

AR is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

This year, we’re bringing you three new categories: AI Innovation, Sustainable Retail Innovation, and Inclusive Technology Innovation.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.