Augmented Reality 'Pop-up' Stores: The Next Big Thing?

Debenhams, a UK-based clothing store, is using augmented reality in an interesting way these days.

The company has set up "pop-up stores" at five UK landmarks. During their promotion, customers could receive 20 percent off by using their app to "find" party dresses hidden at each location. They can also share their favorites with friends via social media and even "try on" the dresses using their iPhone's or iPad's camera.

Debenhams.com director Simon Forster said:

This really is the future of shopping. It brings the hassle-free element of online, with the experience of shopping in store combined with the fantastic backdrops of iconic UK locations. It is incredible what the developments in technology mean we can now do--including trying on a dress without even having to remove an item of clothing.

My guess is the Debenhams promotion sees limited success. But I think they're on to something interesting. I imagine that we'll soon have brand-agnostic apps that show us dresses that are on sale at H&M and, down the street, new shoes at Macy's. Now that, I see people using.