The U.S. fashion giant aims to inspire purchases via the tech experience of the moment, signaling a rise in mainstream 'retailtainment'

Virtual reality is currently making waves amongst copious amounts of industries, most notably in gaming. Now the particularly on-trend tech movement has reached the biggest names within the retail sector, starting with Tommy Hilfiger‘s latest phygital concept, an in-store VR experience.

Officially launched on 5th Avenue in New York City, shoppers now have the option to watch the Fall 2015 Hilfiger Collection runway show in three-dimensional, 360-degree virtual reality.

Using a Samsung GearVR device, the immersive virtual experience creates the impression of sitting live in the front row at Manhattan’s Park Avenue Armory at showtime on February 16, 2015, when the Fall 2015 Hilfiger Collection was originally presented. The concept has been created in collaboration with Amsterdam-based VR developers WeMakeVR. Their team captured the show with the WeMakeVR-Falcon, a proprietary camera, which enabled a perfect view of the runway and exclusive sneak peeks backstage.

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