Inition to activate Westfield Future Fashion

Westfield's Future Fashion experience to feature VR and fashion avatars
Westfield's Future Fashion experience to feature VR and fashion avatars

Shopping centre group Westfield is working with agency Inition to create an immersive pop-up experience celebrating spring/summer 2015 fashion trends.

The Future Fashion experience will take place at the brand’s London centre in Shepherd's Bush on 27-29 March, followed by Westfield Stratford City on 2-4 April. It will consist of a series of digital fashion experiences that will take visitors on a journey through the season’s most covetable trends, including denim, floral and future modern.

One part of the activation will include a virtual reality (VR) element, in which participants will be able to ‘fly’ through the world of fashion. Using VR headsets and gesture-tracking technology, consumers will be able to interact with virtual characters, fly through the landscape and mix and match different trends.

Through a large-scale screen, guests can be represented by a fashion avatar, which will track users across the screen as they make shapes and movements, leaving trails of the season’s trends in the air. Future modern will be expressed through glowing lines, denim will see the avatar appear as if woven from thread and floral will create buds and sweeping colours representative of scent.

To highlight Westfield's ‘Edit Me’ trend microsite, participants will be able to digitally curate products that fit the key fashion trends found at retailers within the centre. Using giant touchscreens displaying the Edit Me platform, they will be able to discover new looks and products and then shop them within the centre. For the first time since its launch in 2014, Edit Me will also include menswear.

Myf Ryan, Westfield director, UK & Europe, said: "One of the most interesting topics today is the impact of the digital world on our everyday lives. Last year, Westfield’s Future Fashion event brought together the best in technology innovation, allowing shoppers an opportunity to immerse themselves in fashion in a new way.

"With the evolution of Future Fashion we wanted to explore a more abstract way for our consumers to experience the season’s key trends. This event will take our shoppers on an incredible virtual journey, which pushes the boundaries of fashion and technology."

Ainsley Henn, Inition producer, added: "Inition is delighted to be working with Westfield to bring state-of-the-art interactive technology to the reach of thousands of consumers. Combining Westfield’s insight into the key SS15 fashion trends with Inition’s expert knowledge of technology has resulted in a unique retail theatre experience that is informative, engaging and altogether mind-blowing."

For eight weeks around the pop-up event, Westfield will host live fashion activations and create unique immersive experiences – both live and digital – in collaboration with fashion brands.

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