This is an interesting development from Debenhams:

Debenhams is launching an augmented reality app that allows shoppers to visit a “virtual pop up store” at famous landmarks around the UK.

The geo-location app, created by GoldRun, allows customers to view, “virtually try on”, and buy a range of ten Christmas party dresses, exclusively available via the app.

via Debenhams opens “Minority Report virtual store” | News | Marketing Week.

It all looks rather fun to me and I can see variation on this theme following on soon. Pop-up digital stores could feature at outdoor events, conference locations and lots of other places.