Westfield immerses customers in virtual reality

The companies developed a concept for three immersive activities, each of which engaged visitors into the exploration of the upcoming trends using either virtual reality or via a personalised avatar. The first used virtual reality goggles in conjunction with gesture tracking technology to enable guests to enter a virtual, futuristic landscape where they could have used specific gestures to browse different trend pieces. The second experience involved guests approaching a large scale video wall which, using the accompanying tracking technology, registered the shape of the participant and represented an animated avatar form that can elicit visual ‘trails’ relating to the season’s trends. The last experience used Westfield’s Edit Me trend microsite which allowed customers to digitally curate products to match the season’s trends, discovering and experimenting with styles and new looks on offer from retailers within the centre, Inition informed. “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 pct would use augmented reality in a retail environment and 57 pct are tempted by Virtual Mirrors,” said Myf Ryan, Westfield’s director for UK & Europe.