Augmented window displays generally refer to technological applications that allow customers in front of a shop window to access additional content beyond what is directly visible. This approach typically involves using a smartphone to discover this extra information via an augmented reality app or by scanning 3D codes. It can also encompass the concept of customer interaction or engagement. A concrete example of an augmented window display was implemented by Zara in the spring of 2018 during a global campaign. More than 100 virtual augmented reality window displays were offered, featuring the message “Shop the look in augmented reality.” Users of the Zara AR app could then see models walking on their smartphones. Beyond the initial event and media coverage, this type of initiative raises questions about the motivation and available time of passersby, as well as the widespread adoption of augmented reality apps on smartphones.