Nike deploys interactive AR mirror experience at JD Sports Oxford Street store with LOOOK.AI technology

Nike has launched a new interactive activation at the JD flagship store on Oxford Street in London, introducing an AR mirror experience inspired by sneaker culture and experimental design. The installation is developed in collaboration with LOOOK.AI, a smart mirror platform created by FFFACE.ME.

This draws inspiration from sneaker-based mask concepts created by the creative community Bubble Koppe, translating well known footwear design elements into wearable digital visuals. Installed inside the JD flagship store, the smart mirror transforms visitors’ reflections in real-time, allowing them to virtually try on expressive AR masks derived from Nike sneaker aesthetics.

Users can explore multiple mask variations inspired by different colourways, capture photos and interact with the installation as part of the in-store environment. According to those involved, “the activation merges sneaker culture, digital identity and retail technology into a participatory experience rather than a static display.”

2026 RTIH Innovation Awards

AR will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.