As part of the Selfridges' Festival of Imagination held at the London department store, online design magazine Dezeen introduced a retail experience called The Imagine Shop with the help of 3D visualization technology company Inition. The virtual retail shop consists of the Dezeen Watch Store and a digital walk-around of the super yacht designed by Zaha Hadid.

"The Imagine Shop is an attempt to visualize the kind of products, services and shops we might have in the future," says Fairs of Dezeen.

While the model of the yacht can be realized with a tablet that converts into a live video feed of the 3D model by reading patterned markers embedded with a special code, the virtual Watch Store will allow users to wrap a band around their wrist within the camera's view, and the selected watch will then replace the band.