menu

Topshop Transports Fans To Fashion Show Via Virtual Reality [Video]

Topshop Transports Fans To Fashion Show Via Virtual Reality [Video]
Design

Everyone is equal for this particular fashion show at London's Tate Museum.

Ross Brooks
  • 12 february 2014

For many of us, Fashion Week is just an event that we experience through others’ first-hand accounts and snapshots on blogs and social media. During this year’s London Fashion Week, TOPSHOP will team up with London-based 3D agency Inition to let everyday fans in on the sartorial action. In an attempt to democratize fashion shows, participants at the brand’s landmark store in Central London will enjoy a virtual, live-streamed London Fashion Week catwalk as if they were sitting in the front row.

Specially commissioned head-sets will give people access to the 360-degree virtual world which will combine a live feed from the runway, backstage action, VIP arrivals, set design and other 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,” said Sir Philip Green, the Owner Arcadia Group.

Andy Millns, Co-founder and Creative Director of Inition, added his sentiments when he said:

We are excited that Topshop has 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. 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.

On top of the virtual experience, TOPSHOP will ensure the set itself in the Tate is open and visible to the Tate Modern’s visitors in the lead up to and during the event. By granting access from various viewing platforms that overlook the Turbine Hall, the brand hopes to show people the inner workings of the event as a spectacle in itself.

This fully immersive experience will be available to customers on the 16th, 17th & 18th of February during store hours. For a preview of the event, don’t forget to watch the trailer included below.

Image courtesy of TOPSHOP

Design
Trending

Retail Expert: What Sustainability Means To The Millennial Generation

Beauty
Media & Publishing Today

CNN Launched An Entire Drone Division Of Their News Network

CNN AIR incorporates aerial footage into the corporation's ongoing news coverage

Advertising Today

Uber’s Breathalyzer Cards Let You Know If You Are Sober Enough To Drive

A new campaign from the ride-sharing service raises awareness about the importance of a safe trip home

Trending

Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Design Today

Milk Proteins Could Be The Packaging Material Of The Future

A newly discovered casein-based alternative is biodegradable, sustainable and even edible

Technology Today

Intel’s New System Will Help Technology See And Understand The World

Joule is a tiny board for developers designed to bring powerful computer vision to cheap and easy-to-make prototypes

Design Today

This LA Hotel Is Designed Specifically For Cocktail Drinkers

The Walker Inn is a new Los Angeles "Bed and Beverage" experience that offers guests an intimate setting for their night cap

Education Today

Bringing Virtual Reality And Telepresence Robotics To E-Learning

This Learning Management System is embracing new technologies to reallocate teaching resources to where they should be going

Advertising Today

Interactive Art Exhibition For Dogs Provides Endless Fun

Installations created by artist Dominic Wilcox are based on activities loved by canines, such as fetching tennis balls and splashing in water

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 23, 2016

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs Today

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Beauty Today

Design Your Own Custom Watch Faces

Customize your wrist device with Garmin's new app that lets you display personalized images or patterns

Syndicated Today

How The Olympics Taught Us Lessons In Cloud Analytics

Dan Vesset, group VP for analytics and information management at IDC, tells how cloud-based business analytics support decision-making

Arts & Culture Today

Artist Shuts Down Sexist Comments By Turning Them Into Images

Rora Blue explores social stigma in a photo series titled 'Handle With Care'

Arts & Culture Today

Japanese Face Wash Creates A Perfect Rose Every Time

Kanebo's latest addition to the Evita line includes an application that dispenses cleanser in the shape of a flower

Mobile Today

Twitter Bot Will Warn You If You Are A Troll

An online tool developed out of Intel's Hack Harassment movement helps filter out or notify cyber bullies

PSFK LABS REPORT

Innovation Debrief: Boston
Business Concepts Born In 'The Hub'
AVAILABLE NOW

Retail Today

Passengers Can Now Earn Airline Miles For Sharing Their Location Data

The Frequent Flyer app measures background data and gives travelers points that can be exchanged for tickets with participating airlines

Advertising Today

The NBA Is Releasing Two Original Shows To Stream On Twitter

The sports league announced a deal that demonstrates an interesting expansion of its content strategy

Automotive Today

Cadillac Concept Shows A Future Design Direction

The flagship sedan reveals the brand is continuing to hone and refine its luxury aesthetic

No search results found.