MOVE over VR - AR is the one to watch.
AR - or augmented reality - became big thanks to Pokemon Go.
But only now is it really starting to get impressive.
A TikToker recently revealed a video showing an augmented reality shop located on a beach.
Just by holding his phone up, he could step into a virtual portal where you can explore products.
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"So you can actually go into this portal and suddenly you're in the space, like full on immersive," AR expert Sunken Blimp said.
"Currently I'm walking on the beach and looking around and you can see the different furniture pieces and explore all of that.
"But when you look back, you know, that's the portal again for you to come out and walk back to the surface."
The demo gives a tiny glimpse of how we could shop in the not-so distant future.
And it's not just shopping that's changing.
Snapchat, which has been playing with AR for a while now, is launching a special augmented reality exhibition on London’s Regent Street with Vogue.
Using the app, people can immerse themselves in the creative vision of some of the world’s most iconic designers, as they explore six custom designed rooms.
It'll run for 16 days as part of London Fashion Week.
EE has also got in on the act, bringing the film set to living rooms.
The mobile network recently introduced four 360-degree augmented reality sets to use on Instagram.
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They range from action, fantasy, jurassic and science fiction.
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