H&M Home Web AR Mobile Experience: Bringing Immersive Retail

The main objective of this project was to develop an interactive Web AR mobile experience for the grand opening of the new H&M Home flagship store in Paris, France. The goal was to attract and engage visitors through an accessible, browser-based augmented reality activation that merged the physical cityscape with digital storytelling.

In collaboration with RISE Creative Agency and Lucid Reality Labs, H&M Home envisioned a campaign that would transform a traditional store launch into an immersive, multi-step journey — connecting fashion, art, and innovation. The result was a citywide Web-Based AR mobile app that inspired thousands of Parisians to explore, play, and win rewards, all while discovering the brand’s new destination.

Concept and Experience Design

The concept centered around curiosity and discovery.  A multi-stage AR experience that began in multiple high-traffic locations across Paris. At each site, a striking two-metre-tall key installation was placed next to metro entrances and public squares. These physical sculptures became instantly recognisable visual markers and the starting points of the AR adventure.

Participants could scan a QR code on the installation to launch the H&M Web AR mobile app directly in their browser — no downloads required. Once activated, users saw a digital version of the key appear in augmented reality, mirroring the real installation. The digital key acted as a compass, guiding them toward the new H&M Home store through real-time navigation powered by 8th Wall’s world tracking technology.

The seamless integration between physical landmarks and digital navigation turned an ordinary city walk into a playful urban exploration — combining movement, surprise, and reward.

Unlocking the Experience

When users reached the H&M Home store, they scanned a second AR marker, triggering a portal animation that opened a door into a 360° virtual showroom. Inside, participants found themselves surrounded by a beautifully rendered digital space inspired by H&M Home’s aesthetic — showcasing furniture, lighting, décor, and design elements from the brand’s latest collection.

Once inside the virtual space, the Web AR mobile app launched a lottery feature after ten seconds, revealing whether the user had won an exclusive prize. If not, users were encouraged to return the next day and try again, promoting re-engagement and increasing overall participation.

This gamified mechanic encouraged repeat visits while maintaining excitement throughout the campaign’s duration.

Technology and Implementation

The entire experience was built as a mobile-first Web AR app, accessible to anyone with a smartphone camera and internet connection.

Key Technologies Included:

• 8th Wall World Tracking — enabled precise real-world positioning and navigation.

• Web-Based AR Browser Experience — no app download required for instant access.

• 360° Virtual Room Rendering — created a hyper-realistic brand space for product discovery.

• Gamified Lottery Algorithm — increased user engagement and encouraged repeat visits.

The Web AR platform ensured accessibility, eliminating technical barriers and reaching audiences across different devices and operating systems — critical for public activations in busy city environments.

Impact and Engagement

The H&M Home Web AR experience achieved its goal of transforming a standard store opening into an interactive, citywide event. The bold key installations sparked public curiosity, attracting passers-by to scan the QR codes and begin their AR journey.

Social media quickly amplified the campaign, with users sharing screenshots and videos of their experiences exploring the city through augmented reality. The combination of art, technology, and retail storytelling resonated with audiences, creating a unique and memorable connection with the brand.

For H&M Home, this activation proved that Web AR mobile experiences can serve as a powerful marketing tool — driving both digital engagement and physical foot traffic to stores. It showcased how immersive technologies can elevate brand storytelling, turning real-world locations into interactive brand touchpoints.

Outcome

The H&M Home AR Campaign stands as a benchmark for how Web AR mobile experiences can redefine retail engagement. Accessible, entertaining, and shareable, it blurred the line between marketing and entertainment, transforming the streets of Paris into a living, breathing part of the H&M brand story.

By combining immersive design, gamified interaction, and real-time navigation, Lucid Reality Labs demonstrated the power of spatial storytelling to connect brands with audiences in innovative ways. The project not only celebrated the opening of the H&M Home store but also introduced a new model of urban experiential marketing — one where every passer-by could become an active participant in the brand’s journey.