JD turns entire storefront into giant arcade machine in London

Snap and retailer JD used QR codes and augmented reality to encourage competition and engage with customers outside the store.

The ‘JD ARcade’ invites Christmas shoppers on Oxford Street, London, to play on an augmented reality (AR) arcade machine the same size as the building.

‘King of the Game’ was created by sports and youth fashion retailer JD in partnership with Snap to create an AR experience that transforms the JD storefront into an interactive AR claw grabber that replicates one seen in the commercial. 

To play the gamified grabber machine, shoppers scan the Snapcode on the corner of the JD Oxford Street store window, to see the claw machine arcade game appear on the storefront in AR. Alternatively, shoppers can point their Snap Camera at the storefront and use the Scan function to unlock the AR experience, thanks to Snap’s Landmarker technology. 

This is the first time a UK brand has turned a physical retail shop front into a giant, gamified AR arcade experience, according to the retailer. 

The gamified experience pairs with a TV commercial featuring Liverpool and England defender Trent Alexander-Arnold challenging Top Boy actress Jasmine Jobson on the claw machine in a JD games arcade.

“With this year’s campaign celebrating the spirit of competition and the magic of Christmas, we also wanted to push boundaries with dynamic experiences enabling fans to experience the energy and euphoria of the JD ARcade,” said Nadia Kokni, Global Group Marketing Director at JD Sports.

“JD believes that competition creates kings. Whether you’re performing on the professional stage, creating beats in your bedroom, or competing with your friends to have the freshest winter sportswear look, as the number one destination for sports fashion, JD is undisputed at Christmas and has you covered. The big question is are you ready?”