The AT&T flagship store on Powell Street in San Francisco has been transformed into Westeros, complete with the Iron Throne.
It showcases computer vision technology, motion sensor technology and virtual reality. And there's more to come.
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"You're going to see different props, different costumes, and life-sized displays of the actual show as well, to get our customers engaged and have that interactive experience," flagship operations manager Sophia Hsieh said.
Visitors can also trek across a map of Westeros and have their location sent to a virtual forest, where white walkers will come out of the woods and follow you.