Rokid Brings Its AI-Powered Smart Glasses to the UK with a Permanent Space at Selfridges London

Wearable AI is making another major retail push into Europe. Rokid has officially launched its flagship Rokid Glasses in the United Kingdom, setting up shop inside one of London’s most iconic retail destinations: Selfridges on Oxford Street.

Following an experiential showcase at Somerset House earlier this year—where visitors took the first European museum tour guided entirely by smart eyewear—Rokid’s permanent setup at the Selfridges Tech Bar gives consumers a hands-on look at what ambient computing actually feels like.

What Makes Rokid Glasses Different?

Rather than treating smart eyewear solely as an audio relay or a camera mount, Rokid packs a full multimodal AI ecosystem into an everyday, prescription-ready frame:

• Dual-Eye Micro-LED Optics: Rokid uses the world’s smallest Micro-LED engine paired with a dual-eye monochrome display, projecting context-aware visual info right into your field of view so you don’t have to glance down at your phone.

• 89-Language Live Translation: Real-time speech-to-text translation feeds directly onto the lens.

• Visual Search & Camera Capture: Point, capture, and query your surroundings using onboard AI vision alongside high-definition photo and video recording.

• Built for All-Day Wear: Ergonomically weighted for standard daily use, complete with custom prescription lens options and extended battery life.

Launch Bundle and One-Day Promo Details

To mark the UK rollout, Rokid is releasing the Rokid AI Glasses Travel Set, which packages the frames alongside:

• Clip-on sunglass lenses

• Directional audio concentrator

• Dedicated charging cable

• Compact protective travel pouch

The Travel Set carries a standard retail price of £699, but Rokid is running a single-day launch promotion on 31st October, cutting the price to £569. Buyers on the day also get a complimentary Charging Case along with exclusive Rokid Community merchandise.

Where to Try Them

You can test the frames in person at Rokid’s permanent fixture within London:

• Location: Selfridges Tech Bar (Technology Hall, Lower Ground Floor, near the cinema)

• Address: 400 Oxford Street, London, W1A 1AB

• Online: Orders and direct-to-consumer specs are available via Rokid’s official UK web store.