George and Wired Consulting’s collaboration will feature 20 software and web developers congregating in London to "hack" and analyse data from George’s API (application programming interface) over the course of two days from tomorrow.
Asda and Condé Nast said the team would work towards developing a "non-transactional customer-focused product or service, mobile app, web service, widget or website."
At the end of the two days, ideas and prototypes will be presented to a panel of judges, who will select their favourite, which will be brought to market.
Glyn Williams, Asda’s senior director of online marketing, said: "This is an exciting opportunity for us and a first step in engaging the development community.
"George has evolved over the years to become a well-recognised fashion brand and it’s our hope that this event will help the developers create new and innovative ways of showcasing that brand. We’re excited about the potential output of this event and what it might unlock for us in the future."
Rupert Turnbull, Wired’s publisher, added: "Wired Consulting is delighted to work with George at Asda, with a view to providing a new and innovative shopping experience or solution for customers visiting the George website.
"A hackathon can innovate and disrupt an organisation in the most positive way, helping to future-proof it with a ‘build it quick to prove it works’ mentality."
The hackathon will take place at the Condé Nast College of Fashion & Design in London.