Pop up app

Airwalk recently launched their limited edition shoes in New York and Los Angeles – but you needed an iPhone to see it.

Those eager to get one of 300 limited edition pairs had to find the invisible pop up store by downloading an ‘Augmented Reality’ app (developed by the mobile start-up, GoldRun). It specified a location where the shopper had to snap a photo of the shoes that appeared onscreen, which qualified them to queue up to pre-order.

Via. http://cscout.com/2010/11/invisible-pop-up-store-to-launch-ltd-edition-shoes/