Apple’s Vision Pro is set to revolutionize spatial computing and augmented reality (AR), ushering in a new era for brick-and-mortar shops. Spatial computing aims to move technology interactions away from screens and into the physical world, allowing users to seamlessly engage with digital information in their environments through voice commands, gestures, and more.

The anticipation and promises surrounding Apple’s Vision Pro, first teased at Apple’s WWDC conference, have elevated the status of spatial computing and AR. This technology integrates digital information into the physical world, making it a natural part of our surroundings.

Tim Cook, Apple’s CEO, described the device as “the first product you look through, not at.” It’s slated for release in early 2024 and represents a significant step toward bridging e-commerce and brick-and-mortar retail.

With the rise of AR’s popularity following Apple’s Vision Pro announcement, brands are expected to explore new avenues, including physical storefronts. Over the next year, brands may focus on AR activations in physical stores, integrating AR experiences into store exteriors or offering virtual try-ons and product enhancements to attract customers.

This approach can turn any location into a “store,” benefiting brands with strong online followings. By bringing store-like experiences into customers’ homes using avatars, online popularity can translate into real-world engagement.

In September, Italian fashion company Pinko will collaborate with Over on an AR activation in Florence’s Rinascente building. This activation will include both exterior and interior AR experiences, promoting a new sustainable product line.

Giovanna G. Casimiro, Head of Metaverse Fashion Week and now Head of Production at Phygicode, believes that we are on the cusp of a more immersive “phygitality” experience, blending physical and digital realities to bring people back to malls and entertainment centers.

While realizing these scenarios will take time, tech innovators are increasingly confident in the potential of AR’s next phase, particularly in the realm of retail.