On Sunday February 16th a world’s first in the realm of virtual reality will take place in one of London’s iconic landmarks, Oxford Circus. The TOPSHOP Unique show, will be live streamed from the Turbine Hall at the Tate Modern into a virtual world created by leading London based 3D agency Inition. TOPSHOP has long supported the idea of the democratization of the fashion show and this installation will allow customers to live the experience from their own virtual front-row seat.
TOPSHOP has worked closely with Inition to create a unique tele-presence experience, which will not only transport the viewer but also give an insight into how we will consume media in the not so distant future.
Participants at the brand’s landmark store in Central London will enjoy a virtual London Fashion Week show, with a front row perspective as if they were seated at the TOPSHOP Unique show, taking place in the Tate Modern’s cavernous Turbine Hall. Participants will wear specially commissioned head-sets to enter the 360 degree virtual world which will be a hybrid of live feeds from the runway, the backstage, the VIP arrivals, the set design and animated features.
“The TOPSHOP Unique show is going from strength to strength; not only in terms of the Collection but also in how we share this with our customers at home and in our stores, giving them an up to the minute runway show experience. This season’s live stream in virtual reality between two iconic London destinations, the Tate Modern and our Flagship store in Oxford Circus takes the idea of the traditional fashion show to a new dimension, as we continually look for new ways to engage, excite and involve our customers,” commented Sir Philip Green, Owner Arcadia Group
Topshop will also host a live Twitter Gallery on its homepage starting the morning of the show so that viewers can see all the final preparations that go into a fashion show while allowing them to also join the conversation with via the homepage Fashion Tweet Off. You can also win a chance to take a seat at the Topshop virtual front row show by sharing your fashion week look via Twitter or Instagram using the hashtag #TOPSHOPGOESVIRTUAL
Users will also be able to shop and share key pieces the moment they hit the runway, along with Topshop show makeup looks.
In addition iTunes Music will be available to share and download on topshop.com both during and after the show.
The event promises to be a rich, hyper-real and enchanting experience, which will be available to customers on the 16th, 17th & 18th of February during store hours. www.topshop.com