Since opening their first regional store in Dubai back in 2006, New Look has become a familiar brand presence in the retail centres of the UAE and across the Middle East. We built on this strong physical retail presence by creating a range of augmented reality (AR) experiences using our award winning AR platform, Reality Engine, to bridge the gap between the real and digital worlds of our young target audience.The AR campaigns enabled students in the UAE to scan their New Look Student Card to reveal special offers and interactive features using a free app. They could also look out for campaign hotspots in and around New Look stores to interact with more exclusive content such as the ability for them to ‘create their own look’ by mixing and matching New Look products on their mobiles. All of the AR campaigns had social integration built-in enabling them to share their New Look mobile experiences with others. As well as building mobile buzz around the New Look brand offering, the campaigns captured a range of contextual data which was fed back into subsequent campaign activity.