Mall Leverages Augmented Reality for Spring Campaign
The Future Fashion Project dimensionalizes spring/summer fashion trends for shoppers through tech and social media
In order to let shoppers experience spring and summer fashion trends in news ways, Westfield created Future Fashion, a project that leverages virtual reality, social media, content, user-generated curation and digital avatars in order to get them to shop in-store. The installation will go live on March 27 at Westfield London, travel throughout April to Shepherd’s Bush, and then move to Westfield Stratford City.
Content and Connectivity Create New Shopping Paradigms
The three key themes that power this pop-up are S/S 2015’s most covetable trends: denim, floral and future modern. Each trend has been translated into a series of digital fashion experiences that will take visitors on a journey of the season’s trends through virtual reality and avatars. The components of the campaign are what make this interesting. They include: