AR firm Blippar has partnered with Hearst for the venture.
The partnership will create augmented reality beauty and fashion gift guides for Covent Garden shoppers during the Christmas period.
Over 140 stores and restaurants will participate in the project, including Bobbi Brown, Charlotte Tilbury, Clinique, Dior, Kiehl's, Paul Smith, Ted Baker, The Watch Gallery, and Sandro.
Hearst brands, including Esquire, Elle, and Cosmopolitan, and Blippar will create bespoke interactive AR beauty and fashion gift guides.
Duncan Chater, chief revenue officer at Hearst Magazines UK, said: Hearst produces exceptional content across its brands, and we are constantly exploring new ways to innovate and push our content through new platforms to expand our reach. We understand where audiences are, what they want to consume and how they want to engage. We are really excited to be working in partnership with a leader in mobile augmented reality, and one of Londons most famous shopping destinations on such a unique project.
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