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Launched in the spring of 2014, IMAARI is an innovative premium online shop, in which ladies can design their own unique pairs of exclusive, hand-crafted shoes. superReal conceptualised and developed both the website and the shop system for the new brand. The innovative, user-friendly, 3D-based shoe configurator is at the heart of the website, offering users a straightforward and intuitive means of customising their shoes. The configurator is the first of its kind to enable photo-realistic presentation of the shoes in real time on a variety of projection planes, and it makes the proportions of the model tangible down to the last detail in respect of shape and material. The preview function allows users to try their customised shoes on virtual feet right there in the shop.