John Lewis is among the industry names partnering with the Government's IC tomorrow programme. The retailer is involved in a £210k virtual and augmented reality innovation contest, titled Immersive Retail, looking for an entrepreneur who is harnessing VR/AR to bridge the gap between the in-store and online experience.

John Vary, innovation manager at John Lewis, says: "John Lewis is relentless in its approach to exploring new and innovative ways for our customers to engage with our brand, so the 'immersive retail' concept captured our imagination immediately. This challenge enables us to push the boundaries of what is possible with virtual and augmented reality, and it's a pleasure to continue supporting the UK start-up community."

The deadline for applications is Tuesday, 18 August. Shortlisted entries will be invited to a live pitch and Q&A with a panel of judges. The final trial launch for successful applicants is scheduled to take place in summer 2016. Further information is available at http://bit.ly/VARcon

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