If you need a good excuse to visit New York, aside from the obvious, Tommy Hilfiger’s store on 5th Avenue has become the first to install a virtual reality feature on the store floor.
Visitors can strap on a headset and enjoy the brand’s fall runway presentation as if they were sitting in the front row at Manhattan’s Park Avenue Armory. They will be able to take a peek backstage and even find clothes on the racks and buy them if something from the show catches their eye.
The installation has opened in New York, but will be making its way to Tommy Hilfiger stores in London, Paris, Zurich, and Moscow in the near future.
The runway show uses Samsung’s GearVR headset, allowing the wearer to look in any direction and take in the showcase as a whole rather than just seeing what happened on stage. This is also thanks to WeMakeVR who developed the 360-degree camera that filmed the show.
Tommy Hilfiger describes this feature as “a compelling and interesting elevation of the traditional shopping experience.” Customers will be able to see the incredible set, take a look backstage, watch the clothes move and sway up close, and see the collection in the original show environment. The brand hopes that it will entice customers into stores by providing an element of entertainment.
Tommy Hilfiger isn’t the first fashion brand to embrace virtual reality and we can see it having more of a presence in fashion and clothing stores in the future.