Harrods makes a tech-savvy exhibition of itself

Harrods is using cutting-edge mobile technology to promote a new exhibition at its famous department store in Knightsbridge.

The system uses so-called 'QR' barcodes printed on posters which, when photographed using mobile phone cameras, are scanned and generate a text message.

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This message directs people to register for text alerts about the Design Icons exhibition or to a Harrods website, via the phone's web browser, where further information can be found.

Harrods said because QR codes - which have been more widely used in Japan - are a cult for younger tech-savvy people they're a good way to publicise the exhibition and show the 110-year-old store isn't behind the times.

The retailer said this is initially a trial of the technology but it will look at rolling the system out further depending on results.

Harrods is looking at using other technology such as Bluetooth broadcasting, RSS and Twitter feeds, social networking and SMS alerts depending on the campaign and target audience.