UK clothing brand Topshop are welcoming in the warm days of summer with the introduction of a 360-degree virtual reality (VR) experience at the company’s flagship store in London’s Oxford Street.
Visitors to the store will be able to don an Oculus Rift headset and take a trip down a waterslide that takes them on a trip around a recreation of Oxford Street on a blue slide that loops through the London landmarks, with some Topshop advertising in place along the way. The VR experience forms part of an ‘interactive pool scene’ that will be present in the store windows.
In addition, a branded Snapchat lens will be available until 27th May to support to advertising campaign and Topshop will be using scent pods to pump the smell of suncream through the store, as well as hosting pop-up events such as an ice-cream store by Milk Train.
Sheena Sauvaire, global marketing and communications director at Topshop, said to The Drum: “Topshop Oxford Street has one of the most prominent store fronts in the world and we are excited to offer our consumers the opportunity to be part of it with an exhilarating VR experience. As VR technology continues to advance our desire was to blend it with retail theatre to create an immersive and shareable experience for our consumers, as a fun way to celebrate the start of summer.”
Topshop have previously experimented with VR by broadcasting its London Fashion Week show to the Oxford Street store in 360-degrees back in 2014. The new VR experience, titled ‘Topshop Splash’, was developed by You Studio and Fat Unicorn and will be available from 25th May until 4th June, 2017.
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