Tesco, the UK’s largest retailer, has launched virtual window shopping for its F&F range at three of its stores in London.

By teaming up with technology firm Aurasma, Tesco will display posters of F&F clothing in the windows of Covent Garden, Dean Street and Tooley Street flagship Metro stores.

Customers can download an app by Aurasma and point their smart phones at the posters so the pictures change to moving images. Shoppers can order the products to pick up at one of the central London stores or have them delivered to another address.

Emily Shamma, Tesco clothing online director, said: “This is really exciting new technology that we think our customers will enjoy using. It’s a great opportunity to help us to reach new customers who may not be familiar with our full F&F collection.”

In addition, F&F will also open its first ever pop-up shop in Covent Garden, to coincide with the Queen’s Diamond Jubilee. It will open to customers for four days from 30 May to 2 June. Customers will be able to try on clothing using the F&F virtual fitting room service.