Luxury online fashion retailer Net-a-Porter has hosted a series of live augmented reality events at five locations worldwide, to celebrate the launch of its Karl Lagerfeld collection.

Luxury online fashion retailer Net-a-Porter has hosted a series of live augmented reality events at five locations worldwide, to celebrate the launch of its Karl Lagerfeld collection.

The etailer created pop-up ‘window shops’ in New York, London, Berlin, Paris and Sydney, which worked alongside an augmented reality app. Customers who downloaded the app could scan the items on the window display with their iPhone or iPad to see product images and catwalk videos, as well as being able to buy or win items.

Net-a-Porter has also produced videos, apps and games to create excitement around the launch. The Pac Man-style iPhone game ‘Find Karl’ taps into the trend for gamification and a league table of players creates a community around the brand.

There is also a desktop-based ‘Karlified’ app that allows customers to photograph themselves with Karl Lagerfeld trademark glasses and collar combo, with a winner being picked by the designer himself.