Etailer Mr Porter and Google have collaborated to create an interactive booth at the Vue cinema at Westfield London shopping centre, enabling cinema-goers to digitally try on clothes from a menswear range launched to support the new Hollywood spy film Kingsman: The Secret Service.
The booth, launched on January 23 and running until February 6, will promote the new Mr Porter x Kingsman Menswear collection, a collaboration between Mr Porter, Kingsman director Matthew Vaughn and costume designer Arianne Phillips.
When cinema-goers enter the pod they align themselves with markers and then their image appears on the screen as though they are present in key scenes from the film and wearing clothing from the new collection.
The footage used in the booth has been created by production company Inition. The images can be downloaded so guests can share them on social media or via email.
Inition producer Ainsley Henn said: “This ground-breaking project played up to many of our strengths, using technologies we’re well acquainted with such as green screen and bullet rig photography and CGI production.”