Harrods launches major tech-enabled Christmas window display

By

Nigel TAYLOR

Published
Dec 14, 2021

Christmas window displays aren’t what they were. Harrods, the luxury department store in London’s Knightsbridge, has mixed tradition with an augmented reality experience that comes complete with with 3D animations.

Working with Visualise AR & VR, this year’s theme ‘Witness a Spectacle’ is centred on a giant feasting table that runs the length of the Harrods’ vast store frontage, featuring an array of objects from luxury brands including Miu Miu, Bulgari, and Carolina Herrera.

It takes the traditional elements of Christmas, such as toys and music, more than a few steps forward to “add an unexpected twist to the experience”, reported Retail Technology Innovation Hub. 

It features a bespoke ‘automaton’ character – an early form of self-operating robot made popular in the 19th century – complete with a Harrods ‘H’ breast plate. In that way it’s an interesting link between new tech and old tech.

Initially, the automaton appears as a clockwork toy, moving awkwardly in time to Swan Lake as if perched on a music box. Midway through the animation, the character becomes ‘self-aware’, removes the mechanical restraints from its feet and begins freestyle dancing in the window.

It then jumps up and smashes the window with a kick mid-dance, before finishing up and collapsing back into its start position.