Salmoiraghi & Viganò launched an “invisible store” combining gaming and augmented reality with retail, on the occasion of the 150th anniversary of the company. People were invited to come to Milan's Piazza Duomo on June 11, download an app called “S&V 150 anni” on their smartphone, and take a picture of the famous Milan Cathedral, or Duomo. By doing this under certain conditions, with the appropriate timing, the app let the photographer enter the so-called invisible store and see one of the eight sunglass models created in limited edition by Italia Independent for the occasion. The first 150 users making it to the invisible store and clicking on the virtual image won a pair of the sunglasses. The app was developed in partnership with Cefriel, a specialist in B2C mobile solutions. All participants, regardless of their photographic performance, eventually received an email offering them a 50 percent discount on the purchase of a pair of the special edition sunglasses.