Through Aurasma's specific technology,

For the first time, it can be bought at the central London store in Tesco.

The striking F&F dress design will appear in the windows of the The Strip Covent garden and the Tooley Street flagship New Town store. Passers-by can buy directly through smart phones, thus bringing new meaning to "window shopping".

By pointing to their Aurasma enabled mobile devices, shoppers will be able to see the virtual F&F show.

When watching this video, users can complete the purchase only by clicking on the items displayed.

"Emily is a very exciting new technology and we think our customers will like to use this technology," said Aurasma Shamma, director of Tesco apparel network.

Our smaller central London store does not have enough clothing display areas, so this is a great opportunity to help us reach new customers.

Martina, managing director of Aurasma, said: "we are delighted to be able to help Tesco extend its F&F coverage to its customers in London" (Martina King).

Tesco has used Aurasma technology to create a "window store" for shoppers to purchase goods using their mobile devices.

This is a good example of how the brand can use this technology to expand its scope without lowering the density of shops and connecting them to their customers through mobile devices.

"

Aurasma is a radical technology that represents the future, that is, how we first use our mobile devices to integrate reality and virtual world.