IKEA Now Mobile app - Implementation idea?

Ikea Now is a free app that lets shoppers visualise how a piece of furniture would look in their home before they purchase it. While you aim your smartphone camera at an area of your home, you pick an item from the app's mobile catalogue, which will "insert" the image into the photo.

Read more: http://www.businessinsider.com/ikea-now-could-change-furniture-shopping-2012-10#ixzz2ktpxX8M9