Coach Wants Shoppers to Play Virtual Dress-Up With New Tabby Bag

Tapestry’s Coach brand is bringing augmented reality to one of its New York City brick-and-mortar locations this month.

The handbag label’s SoHo store rolled out a pair of AR experiences Friday. Available through June 5, the immersive retail installations are the result of a collaboration with Zero10, a fashion AR try-on company that previously teamed with Tommy Hilfiger.

Framed as part of Coach’s broader global Tabby Bag campaign, the experience allows customers to interact with the silhouette and explore new styles. Zero10’s AR Mirror and AR Storefronts offer eight digital variations of the Tabby handbag. A “Photobooth” mode enables users to download their digital look and share on social media. Customers can also interact with the AR Tabby bag on their phones with the Zero10 app.

Full story at Yahoo! News.