Westfield Shopping Centre Uses Oculus Rift to Promote Fashion Trends

Virtual reality (VR) technology has already proven itself to be a powerful tool for marketing. Head-mounted displays (HMD) such as the Oculus Rift and Google Cardboard have been used to promote everything from cars to drinks over the past few years, and now the tech is turning its attention to fashion. Westfield, a chain of large shopping centres based in London, UK, and interactive experience company Inition have partnered for a new VR experience to showcase the former’s upcoming fashion trends for spring and summer 2015.

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The experience, which was on display from 2nd – 4th April 2015 at the Westfield Stratford City centre, uses the Oculus Rift to allow users to visit three different worlds based on denim, floral or future-modern fashion trends. In each world users had their hands tracked with the help of the Leap Motion controller, allowing them to explore unique and colourful environments. The floral scene allows players to take in the sights of a picturesque garden while the denim scene presents an urban environment.

Inition also developed an application that used Microsoft’s Kinect motion sensor for a mini-game in which players batted away certain items. With the VR technology soon to become consumer-available, expect to see plenty more of these kinds of experiences in the near future. VRFocus will continue to follow any and all applications of VR, reporting back with the latest updates on them.

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