There may be questions from some about the future of Magic Leap, but in Japan, The Force is with the augmented reality startup.
Japan's arm of fashion retailer H&M and Disney are using the device to promote a special promotion of customized Star Wars apparel.
The experience was developed in part by Warpin Media, the same team behind the Magic Leap-powered Moschino fashion event last year in New York.
This time around, the team is using the Magic Leap One to allow sci-fi loving fashion fans to create their own Star Wars t-shirts using the augmented reality device. Once the shirt is created, the user can take the apparel home with them as part of their sci-fi swag collection.
"It is a great example of how technology can help giving a garment an added value through product customization and on-demand production," said Lucas Seifert, the country manager for H&M Japan, in a statement. "This will allow future business models to be more sustainable by avoiding over production and creating meaningful products that will be loved and cared for longer."
In all, there are 12 designs that customers can interact with, each of which will be printed on a t-shirt on-site after the Magic Leap-powered construction of the placement is completed by the customer.
The experience is being offered at the Harajuku branch of H&M, a massive multi-floor facility located in the middle of Tokyo's famed fashion district.
A special pre-opening event was held to test the experience out on a small selection of influencers earlier this week and the full experience will be open to the public starting Thursday, Dec. 12.
This is exactly the kind of major entertainment branding meets functional customer experience marketing Magic Leap has been promoting from the start, but, as is often the case, it seems Japan is a little bit ahead of the US in terms of innovative mashups (no word on if H&M and Disney will bring the experience to the US).
Unfortunately, The Mandalorian's Baby Yoda will not be part of the line-up, but we couldn't resist taking a look at what the little guy might look like wearing the immersive device (see image at the top of this page).
If you're in Tokyo and want to try your hand at spatial computing -- and take away a special Star Wars shirt in the process -- the store's address is: 1 Chome-8-10 Jingumae, Shibuya City, Tokyo 150-0001, Japan.
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