The world-first shopping experience allows fans to try on virtual kit and take selfies with sports superstars
A British mobile network operator and internet service provider, EE open the doors
The doors to its EE 5G Superstore near Wembley Stadium last week.
The store allowing fans to use augmented reality (AR) experiences to purchase England matchday sportswear, it announced last week.
The world-first shopping experience allowed customers to tour the facility with a virtual avatar of star England and Liverpool FC athlete, Trent Alexander-Arnold.
EE’s 5G networks will allow footie fans to explore the facility and view merchandise before buying, using AR-powered smartphones.
People can scan markers placed in the store to view products.
There also Trent Alexander-Arnold’s avatar guiding and introducing customers to parts of the store.
Following their visit, shoppers also took selfies with Alexander-Arnold’s avatar ahead of the matches with Switzerland and Ivory Coast last Saturday and Tuesday, respectively.
EE says that it donates proceeds from sales to the Alzheimer’s Society.
The official charity of the England vs Switzerland match on the 26th March.
According to the footballer, using volumetric video to scan his body and create a 5G avatar was “like something from a sci-fi film.”
He said ahead of the matches,
“It was a really cool experience, and the final result looks great! I loved being turned into an avatar and seeing first-hand how augmented reality can create new experiences for fans. I can’t wait to see it brought to life by EE 5G ahead of the Switzerland and Ivory Coast friendlies”