AMP Capital shopping centres has launched an augmented reality experience at Pacific Fair on the Gold Coast last week.

Ahead of Christmas, the in-centre experience involves a smartphone app that takes customers on a visual trail featuring Gold Coast icons recreated as virtual art installations throughout the centre.

“This activation takes traditional Christmas decorations and merges it with new technology to give our shoppers a truly immersive and magical Christmas experience,” said Steven Ihm, Pacific Fair’s centre manager. “Both locals and travelling visitors will enjoy this uniquely Gold Coast take on Christmas.”

According to AMPCSC’s Recommended Retail Practice Report released earlier this year, more consumers are turning towards shopping centres to provide them with new and diverse experiences that entertain them, noting that 73 per cent of shoppers would spend as much or more if a shopping centre offered surprising experiences.

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