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  • Westfield’s “Future Fashion” Tech Pop-Up Experience

  • Westfield’s “Future Fashion” Tech Pop-Up Experience

  • Westfield’s “Future Fashion” Tech Pop-Up Experience


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Westfield’s “Future Fashion” Tech Pop-Up Experience

Westfield has teamed up with innovative production company Inition, offering its customers the possibility to discover this spring’s fashion trends through a pop-up technological experience in its Westfield London and Westfield Stratford City malls. Inition prepared for the occasion an impressive fashion installation, developing three unique activations that allow customers to use either virtual reality or a personalized avatar. The first activation, as Inition explains, uses virtual reality head-mounted displays, in combination with gesture tracking technology, enabling guests to enter a futuristic landscape where they can interact with virtual characters, browse different trend pieces and even “fly”. The second experience incorporates a large scale video wall that registers the shape of the participants, allowing them to create their avatars that can elicit visual trails relating to the season’s trends – glowing lines for “future modern”, woven threads for “denim” and garlands of spring buds for “floral”.

Last, but not least, the third activation uses Westfield’s “Edit Metrend microsite, allowing guests to digitally curate products to match the season’s trends and experiment with styles and new looks on offer from retailers within the shopping centre. “With the evolution of Future Fashion we wanted to explore a more abstract way for our customers to experience the season’s key trends. 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. This event will take our shoppers on an incredible virtual journey, which pushes the boundaries of fashion and technology,” explained Myf Ryan, Westfield’s Director for UK and Europe. The Future Fashion pop-up experience will remain on view from March 27 to 29 at Westfield London and from April 2 to 4 at Westfield Stratford City.