Chinese augmented reality (AR) developer Rokid has opened its first flagship retail location in Hong Kong, introducing a concept the company describes as a “no man’s land” retail experience. The store is designed to function entirely without human sales associates, relying instead on digital interfaces and robotic automation to guide the customer journey.

Upon entering the store, shoppers interact with monitor screens to explore and test the company’s smart glasses and other AR hardware. The purchasing process is also fully digitized; customers complete their transactions via on-screen prompts. Once the payment is processed, an automated system located at the store exit retrieves and delivers the purchased device to the customer.

Rokid characterizes this store model as an experimental approach to retail, aiming to streamline the shopping process by removing the need for traditional face-to-face service. By automating the interaction from product demonstration to final collection, the company is testing whether consumers prefer a self-service environment for high-tech hardware purchases. While the store is currently operational, the company has not yet released data regarding customer adoption rates or plans for expanding this specific retail format to other global markets.