Selfridges has partnered with Snapchat to create an augmented reality (AR) locker room in its iconic Oxford Street store to celebrate the summer of sport.

Customer in front of Snapchat Sportopia screen at Selfridges

Customers in store can virtually try on a range of sports kits and experiment with augmented reality

Shoppers in the department store can virtually try on kit, interact with brands and experiment with Snapchat’s technology.

The locker room pop-up will run throughout July and August to coincide with events such as the men’s Euros, the Paris Olympics and Wimbledon, and will include AR mirror experiences for shoppers to try out via a QR code.

Snapchat’s activation is said to sit within Selfridges’ “wider ecosystem of in-store Sportopia activity”, including the department store’s windows exploring the artistry of the world’s best-loved sports.

Selfridges also has a new Champion Sports Bar, tennis and Olympic swimming pool experiences, and a 40ft climbing wall, as well as chess boards, table football and arcade sports games. 

Selfridges chief creative Laura Weir said: “We’re really excited about having Snapchat as part of Sportopia at Selfridges London, giving visitors creative ways to engage with product and experience.

“We’re looking forward to welcoming fans to have fun in our Snapchat locker room.”

Snapchat senior marketing director for Europe, Middle East and Africa Kate Bird added: “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.”