Debenhams has unveiled virtual pop-up stores at some of the UK’s most famous landmarks including Trafalgar Square.
iPphone or iPad2 users who head down to the locations will see Debenhams’ top party dresses on their screen when they point their devices at the landmarks.
Shoppers will be able to virtually try on the items and order via their mobile devices.
An app, designed by GoldRun, needs to be downloaded for shoppers to see the clothing. Those who take part at the event receive a 20% discount.
See how the virtual store works in the video below.