Experiential agency Cunning has created an interactive installation for the store called 'Mirror Mirror', inspired by the Cinderella fairytale.
It sees a fairy godmother calling out to shoppers passing by, encouraging them to brush away snow on the mirror. The installation then takes a photograph of the customer that is superimposed on a mannequin.
The shopper can then dress themselves in a number of different outfits, and send images to the Esprit Facebook site.
They are also published in the store on a large screen and on to a mobile campaign site, which can be accessed by customers using a code printed on site, and shared via mobile. A further element will see Bluetooth servers offering passers-by vouchers and the chance to win prizes in store.
The campaign is part of Esprit's global Christmas marketing push. Henning Gerbaulet, Esprit's continental president, said: "We hope to provide our customers with an unusual, beautiful and highly interactive experience this Christmas."
Cunning partnered with technology specialists Smash Arena to create the installation.
Anna Carloss, founder of Cunning, said: "Esprit is putting on a production that competes for the consumer's attention like never before. We are creating an integrated, immersive world for the Esprit consumer that aims to achieve significant cut-through in an incredibly competitive retail sector at its busiest time of year."
The installation goes live on 30 November.
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