by Miryam Muller in This wednsesday online luxury retailer Net-a-Porter, launched a new collection designed by Chanel creative director Karl Lagerfeld that was announced at Le Web in Paris in the end of the last year. For the launch, five augmented reality-enhanced shopping events across the globe took place at window locations in Paris, New York, London, Berlin and Sydney.

Using an augmented reality app specially created for the occasion, users could use their iPhones or iPads to scan product images from a storefront to shop — and possibly win — those products.

The “Window Shop” concept was first premiered in September 2011 as part of Fashion’s Night Out celebrations in London and New York. It gave the company, which retails exclusively online, an opportunity to participate in what was primarily a brick-and-mortar shopping event, and drew significant attention for the novelty of the experience and the quality of the merchandise it distributed. Likewise, the five simultaneous events on Wednesday allow the retailer to generate offline as well as online buzz for the Karl collection launch.

Below, images from the launch events in Paris, New York, London and Berlin, courtesy of Net-a-Porter’s Tumblr