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

Brand Engagement At The Gates Of The World's Largest Open-Air Gallery

Culture
Asia Yesterday

Safe Drivers Rewarded In Japan With Free Coffee

Driving Barista is a new app that encourages Japanese motorists to put their phones down as they drive

Arts & Culture Yesterday

Michael Kors Has Designed Their Own Instant Camera

In a partnership with Fuji, the limited edition Instax Mini 70 comes in an exclusive metallic gold color

Trending

Get PSFK's Related Report: Future of Automotive

See All
Health Yesterday

Manage Your Emotional Health Through Your Phone

Pharmaceutical company Pfizer has created a new iOS app meant to help patients track mental progress and set goals

Food Yesterday

Delete Food Pics Off Of Instagram To Feed The Hungry

Land O'Lakes and Feeding America are donating meals for every picture of a meal taken off of the social platform

Related Expert

Kevin Slavin

Game Design and Technology

Design & Architecture Yesterday

This Shape-Shifting Pod Could Be The Future Of The Cubicle

MIT and Google have designed a new form of work enclosure meant to offer privacy in open-office layouts

Advertising Yesterday

Billboard Spies On People As They Walk By

To promote the movie "Snowden," the advertisement broadcasts information on passersby without their knowledge

Fashion Yesterday

Anti-Pollution Scarf Helps Cyclists Ride Through Cities

An innovative system filters pollutants and its accompanying app monitors quality of the air

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 27, 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 Yesterday

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Automotive Yesterday

Volvo’s Self-Driving Trucks Will Soon Be Put To Work In An Underground Mine

The fully-automated vehicles are part of a development project to help improve safety for workers

Op-Ed Yesterday

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

Work Yesterday

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

Arts & Culture Yesterday

Mischievous Drone Will Drop Paint-Filled Balloons On Targets Of Your Choosing

A German photography team developed the flying device to accurately deliver a payload wherever needed

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Fashion Yesterday

100 Backpacks Made For The World’s Top Influencers

Heineken and TUMI have collaborated on a unique custom NYC-inspired bag

Financial Services Yesterday

This Peer-To-Peer Insurance Company Is Powered By Bots

Lemonade is a new product designed to lighten the paperwork and provide instant, helpful service when needed

No search results found.