Darabase, a location based augmented reality (AR) technology company, was deployed to enhance the retail experience and heritage of the Mayfair area in London. The 2022 project aimed to attract shoppers, boost engagement, and provide a unique way to explore Mayfair’s rich history through AR experiences.
10,000
unique visitors
High user
engagement
Increase in
foot traffic
Enhanced community interactions
“It’s been so exciting to be part of the In a Mayfair Fashion tour and help tell the stories of this area of London which I completely adore. Mayfair has such a rich and glamorous history and this project will really allow visitors to plunge into a nostalgic world of balls, fabulous parties and high society weddings, while also letting them make the most of Mayfair’s fun and fashionable present scene.”
Kathryn Drysdale,
“Bridgerton” actress and narrator of the Mayfair Heritage Retail Experience
Darabase in action at Mayfair Heritage
Background
In 2022, Grosvenor aimed to bring the fashionable streets of London’s Mayfair to life with an Augmented Reality (AR) tour that showcased the neighbourhood’s rich heritage. This initiative sought to drive foot traffic, encourage exploration, and attract a new audience to Mayfair’s world-renowned hotels, streets and public spaces. The project featured a multi-sensory guided historical AR tour of Mayfair, offering an immersive journey back in time narrated by Bridgerton’s Kathryn Drysdale.
Solution implemented
Darabase created a series of AR experiences that allowed visitors to use their smartphones to view historical information, animations, and interactive content overlaid on real-world locations. This included virtual storefronts showcasing historical photos and stories about the buildings, interactive tours guiding users through heritage sites with AR markers and audio commentary, and retail promotions offering exclusive discounts and offers through AR notifications when users approached participating stores.
Outcome delivered
The implementation of Darabase’s AR technology led to a notable increase in foot traffic in the areas where AR content was available. Visitors spent more time exploring the area, interacting with the AR content, and learning about the history of Mayfair. Retailers and restaurants in the area reported and increase in sales, driven by the enhanced foo and the exclusive AR promotions. Both users and retailers praised the innovative approach to enhancing the shopping and historical experience in Mayfair.
About Darabase
Darabase specialises in creating location based augmented reality solutions that overlay digital content onto real-world environments, providing immersive and engaging experiences for users. The technology enhances retail, heritage, and cultural sites by blending the physical and digital worlds.
For more information, visit https://darabase.com/.
Source: Darabase 2024
