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Westfield explores the future of fashion with pop-up virtual reality experience

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Westfield UK is focusing on technologies like virtual reality (VR) for spring/summer 2015, with an immersive pop-up experience at the heart of a new campaign called Future Fashion.

During March and April, visitors to both Westfield London at Shepherd’s Bush and Westfield Stratford City, will be invited to wear VR headsets paired with gesture tracking technology. The interactive experience will enable them to see their own hands within the virtual world.

There will also be a large screen that tracks shoppers’ body shapes as they walk up to it. Westfield is referring to this as creating a “fashion avatar” – as the user moves, elements of three trends highlighted by Westfield for the season – denim, floral and future modern – are expressed with them, leaving trails behind as they go. Denim sees an avatar seemingly woven from thread, floral by different buds and colours representative of scent, and future modern by glowing lines.

Users will then be able to explore the three trends via Westfield’s ‘Edit Me’ trend microsite; digitally curating products to fit each of them from retailers within the shopping centre.

Myf Ryan, Westfield’s marketing director for the UK and Europe, said: “From research Westfield conducted, we know that shoppers are eager to explore new fashion technologies and are intrigued by new virtual ways to experience it – 52% would use augmented reality in a retail environment and 57% are tempted by virtual mirrors. This event will take our shoppers on an incredible virtual journey, which pushes the boundaries of fashion and technology.”

There is also a digital content hub surrounding the Future Fashion campaign. It will include a series of stop motion, hyperlapse and how-to tutorial films produced by Portas. The campaign will be further supported by social media, out-of-home and a press partnership with The Telegraph Group.

The immersive experience will be in place in Westfield London from March 27-29 and in Westfield Stratford City from April 2-4.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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