TopShop creates VR catwalk at flagship London store

British Fashion retailer Topshop is offering customers of its flagship store the opportunity to experience London Fashion week from the front row of the catwalk using Oculus Rift headsets. .

A feat made possible by high-tech ad agency Inition, the Topshop Unique show will initially be streamed live from the Tate Modern into the retailer’s Oxford Circus store. On February 16,17 and 18, a 15 minute version of the experience will be made available to to customers of the store via 5 Oculus rifts, which puts them in front seats at the cat walk and behind the scenes during the show’s preparations. Customers can alternate between scenes by rotating 180 degrees.

“We are excited that Topshop have the vision to explore the next revolution in mass media – virtual reality. VR is the ultimate interface to the digital world with the power to transport the user to another place as soon as they put on a special display.”, said Andy Millns, co-founder and creative director at Inition. “This unique technology has the potential to open up fashion shows to the consumer at home and we believe this will be the first of many executions of this kind. Inition is delighted to be working with Topshop on this ground-breaking project”

“This is the first time a live 360 degree link-up has been deployed in a retail environment…The most important aspect for the viewers is seeing the fashion itself, so we are using broadcast grade equipment throughout the entire chain to provide a high quality highly immersive experience so viewers can enjoy the show as if they were sitting on the front row of the catwalk. We can’t wait to see the reactions on Sunday.”

TopShop becomes the latest in a string of brands to use experiential marketing to engage with its customers. HBO, O2 and Nissan have all created immersive virtual experiences in recent months.

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