Online luxury retailer Net-a-Porter is heralding the launch of a new collection Wednesday with five augmented reality-enhanced shopping events across the globe.

 

Crowds have gathered at window locations in Paris, New York, London, Berlin and Sydney for the chance to witness the spectacle and nab some free merchandise from the collection, which was designed by Chanel creative director Karl Lagerfeld and announced on stage at Le Web in Paris.

Using an augmented reality app [iTunes link] specially created for the occasion, users can use their iPhones or iPads to scan product images from a storefront to shop — and possibly win — those products. The retailer also handed out leather gloves and collars from the collection to the first 50 arrivals, and is handing out free t-shirts and goodie bags to those who come later.

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