Department store Debenhams has partnered with augmented reality app Goldrun to place 10 virtual party dresses in various locations around the UK for shoppers to discover.

Launched yesterday, the initiative sees the digital garments “hidden” at specific landmarks in London, Manchester, Birmingham, Cardiff and Glasgow.  Using the Goldrun app on the iPhone or iPad2, consumers are able to scan the area for the items and then opt to see an image of themselves trying each one on.

The app also allows shoppers to upload their picture to Facebook and Twitter to get feedback from friends, order the item they want and then have it delivered to an address of their choice.’s 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!”

Check out the video explaining more, below:


The virtual “stores” will be at the following locations until Saturday, October 29:

London – Trafalgar Square
Glasgow – George Square
Birmingham – Centenary Square
Manchester –Albert Square
Cardiff – Cardiff Castle