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Fashion fans can experience all the major trends with virtual reality in the Future Fashion Pop-up at Westfield.
The shopping centre has teamed up with reseller and Virtual and Augmented Reality specialist, to host the installation, which will feature a number of digital fashion experiences.
Visitors will be able to experience all of the season’s fashion trends using virtual reality and avatars.
Using Oculus Rift along with Leap Motion gesture tracking technology, users will be able to see their own hands in the virtual world, allowing them to interact with virtual characters, fly through the landscape and mix and match trends.
An avatar is created based on the user’s body shape, it tracks them across the screen as they leave trails of this season’s trends in the air.
Myf Ryan, director of Westfield in the UK and Europe, commented: “With the evolution of Future Fashion we wanted to explore a more abstract way for our consumers to experience the season’s key trends.
“From research Westfield conducted we know that shoppers are eager to explore new fashion technologies and are intrigued by new virtual ways to experience it. 52 per cent would use Augmented Reality in a retail environment and 57 per cent are tempted by Virtual Mirrors.
“This event will take our shoppers on an incredible virtual journey, which pushes the boundaries of fashion and technology.”
During the eight weeks surrounding the Future Fashion pop-up, Westfield will be hosting a number of live fashion shows in collaboration with fashion brands in-store and online.
The pop-up will feature in Westfield London from 27th to 29th March and in Stratford City from 2nd to 4th April.
Ainsley Henn, producer at Inition, concluded: “Combining Westfield’s insight into the key SS15 fashion trends with Inition’s expert knowledge of technology has resulted in a unique retail theatre experience that is informative, engaging and altogether mind-blowing.”
In other news, an add-on for Oculus was recently announced by Feelreal, which lets users smell as well as see what was going on around them.
