This was Sen Senra’s performance in augmented reality presented by Pull&Bear

The centre of Madrid became the perfect setting for the occasion, coinciding with Pull&Bear’s return to number 32 Gran Vía.

Yesterday a unique event was held at Pull&Bear‘s new flagship store in the capital with Sen Senra as the undisputed star of the event that wanted to pay tribute to the current music scene. The artist, who wore a total look of the brand, surprised with a performance in augmented reality that visitors could enjoy through their mobile devices.

The space, loaded with 3D elements, became a musical universe in sync with the avatar and witnessed a rain of psychedelic spheres falling from the sky and Sen Senra‘s performance on the façade. The colour green took over the corporate elements and, in addition, a T-shirt was designed to commemorate this milestone.

Pull&Bear continues its commitment to a digitalised shop concept with the help of the innovation agency WildBytes. According to Julio Obelleiro, co-founder of the agency, “the public is constantly looking for new experiences. Augmented reality makes it possible to create experiences in which the mix of the physical and the digital is increasingly credible and aesthetically surprising. In this project we have used a new technology known as VPS (Visual Positioning Service) that allows 3D content to be anchored to a physical space such as a building with unprecedented accuracy.”