EE has created an augmented reality (AR) shopping experience at Wembley Stadium for England fans, guided by an avatar of England and Liverpool FC player Trent Alexander-Arnold.
Available ahead of the England international friendlies against Switzerland and Ivory Coast, fans will be able to look through and purchase official merchandise on smartphones provided in-store.
AR football shirts will be viewable from every angle and shoppers will be able to zoom in to minute details at the touch of their fingertips before making purchases.
“Throughout the store, there will be a series of markers that fans can scan to view the kit, bringing it to life in a way that has never been seen before,” EE said.
“As they walk through the store and experience the magic of AR first-hand, they will then be greeted by a virtual Trent Alexander-Arnold who will talk them through the Superstore showcasing the new England home shirt and directing fans as to how to make their way through the experience.”
The mobile network’s 5G powered AR experience will end with the opportunity to take a selfie with a virtual Trent Alexander Arnold.
Additionally, all proceeds from the EE 5G Superstore will be matched by the Football Association (FA) and donated to the Alzheimer’s Society.
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Liverpool FC and England player, Trent Alexander Arnold said: “Being scanned at the volumetric studio to create my 5G powered avatar was like something from a sci-fi film.”
“I loved being turned into an avatar and seeing first-hand how augmented reality can create new experiences for fans.”
EE marketing communications director Pete Jeavons added: “The EE 5G Superstore is an exciting new shopping experience that provides a glimpse into the future of retail.”
“The possibilities 5G technology offers are endless and what better way to drive this forward than by working with our long-standing partners at the FA and Wembley Stadium to give England fans the chance to buy their kit in a new and innovative way”.
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