Virtual window shopping launches in Central London stores

F&F clothing, exclusively available at Tesco, is launching an exciting new way of shopping, bringing a new meaning to the phrase “window shopping”, and opens a pop-up shop in Covent Garden.

F&F clothing, exclusively available at Tesco, is launching an exciting new way of shopping, bringing a new meaning to the phrase “window shopping.”

Innovative virtual shopping technology has arrived at three Tesco stores in central London from 24 May.

Eye-catching posters of F&F clothing are now on display in the windows of the Covent Garden, Dean Street and Tooley Street flagship Metro stores.

All customers need to do is download an app, developed by Aurasma, and point their smart phones at the posters.  The pictures transform into moving images on their phone, showcasing the F&F range on the catwalk and bringing the items to life. Shoppers can then add the items they like to their virtual shopping basket with a few easy clicks.

And as the launch of this new digital scheme coincides with the arrival of Tesco’s Click & Collect service at the Metro stores, shoppers will now have the choice to pick up the products from one of the central London stores the next day, or have them delivered to an address of their choosing.

Emily Shamma, Tesco Clothing Online Director said; “This is really exciting new technology that we think our customers will enjoy using.  It's a great opportunity to help us to reach new customers who may not be familiar with our full F&F collection.  It’s really convenient for the busy office workers who use Tesco Metro stores in Covent Garden and London Bridge during their lunch break or on their way home after work.”

To coincide with the window shopping experience, F&F will also open its first ever pop-up shop in Covent Garden piazza. The F&F store will open to customers for four days over the Queen’s Diamond Jubilee celebrations, from 30 May – 2 June. 

To tie in with the Jubilee celebrations, the Pop up shop will offer customers a 1950s-inspired boutique with cutting edge retail technology.  Customers will be able try on a selection of items from the extended online range.  Garments can then be purchased online by scanning a QR ticket or through an iPad station in the shop, and either delivered to an address of the customer’s choosing or collected the next day from the nearby Covent Garden Tesco Metro.

Emily Shamma, said; “We are delighted to open our pop-up shop in vibrant Covent Garden for a few days over Diamond Jubilee weekend. Shoppers will be able to see firsthand the excellent extended range we offer at and take time to enjoy this new shopping experience.”

Customers at the F&F pop-up store will also be able to try on garments using the F&F virtual fitting room service which has proved popular with customers since it launched earlier this year.




Clothing can be ordered online and delivered to over 700 stores nationwide. Recently we’ve introduced the service to smaller format stores such as Metro and Express making it even more convenient.


We deliver to 25 international destinations including Spain, Germany and France

  • SIZE OF ONLINE EXCLUSIVE COLLECTION offers the store range and more web exclusives.

  • WHEN SITE LAUNCHED launched October 2009


To make the image attached to this release come to life, download Aurasma Lite from your app store and point your smart device at the picture.

For more information please contact the Tesco Press Office on
01992 644645

Tesco is the UK's largest retailer and one of the world's leading international retailers. Tesco has around 5,000 stores worldwide, employing over 500,000 people in the 14 countries in which it operates. Our core purpose is to create value for customers to earn their lifetime loyalty. Our success depends on people: the people who shop with us and the people who work with us.


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