Topshop has launched a 360-degree virtual reality experience at its flagship store in London’s Oxford Street. Visitors can don an Oculus Rift headset and get the sensation of sliding down Oxford Street on an inflatable device, as they discover Topshop-themed surprises along the way. This is part of an 'interactive pool scene' which is being displayed in the store's windows.
A branded Snapchat lens will be available until 27th May to support the campaign and Topshop will be using scent pods to pump the smell of suncream through the store, as well as hosting pop-up events. Titled Topshop Splash, the initiative was developed by You Studio and Fat Unicorn and will be available from 25th May until 4th June.
Topshop is no stranger to VR. In 2014, the retailer broadcast its AW London Fashion Week show live in immersive 360 to Oxford Street store shoppers.