A treasure hunt for Christmas shoppers
Harrods is world–famous for its luxury and festive displays. For Christmas 2019, they wanted to elevate their in–store experience with something interactive for families. We created the Kingdom of Christmas AR trail – an enchanting digital layer that blended with Harrods’ physical interior, inviting visitors to hunt, discover and unlock magical animal animations throughout the store.
The challenge
Every year Harrods draws crowds with its iconic Christmas displays, but for 2019 they wanted to go beyond visual spectacle. The challenge was to design an experience that captured the festive magic while engaging families in a new, interactive way. It needed to enhance, not replace, the in–store journey; appeal across ages, and encourage exploration across multiple floors. The activation also had to be intuitive, playful and rewarding, aligning seamlessly with Harrods’ premium brand identity, while providing measurable engagement through downloads and participation.
The process
We designed an AR trail seamlessly woven into Harrods’ Christmas interior. Using 3D scans of physical animal models on display, we created textured, animated digital versions – from penguins skiing past one another to a tiger playfully chasing its tail. These animations were triggered via shape–recognition markers hidden throughout the store. Families followed app–based clues to find all six experiences, with the chance to unlock a secret bonus animation once the full set was discovered. The app encouraged movement through different departments while offering playful photo opportunities to capture and share festive moments.
The outcome
The Kingdom of Christmas AR trail proved a festive hit. The app was downloaded around 2,000 times and earned a 5–star rating on the App Store. Families praised its playful interactivity, while Harrods achieved its aim of adding digital magic to the in–store experience. The trail boosted engagement across departments, created shareable moments for social media, and enhanced Harrods’ reputation for delivering extraordinary Christmas events. By blending physical and digital storytelling, we transformed shopping into an adventure – proving how immersive technology can enrich traditional retail experiences while driving visitor satisfaction and festive memories.
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