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Because London launches retail feature with 3D imaging and "shoppable hotspots"

Lauretta Roberts
07 June 2021

Because London, the online fashion, beauty and lifestyle magazine, has launched a new retail feature using 3D image technology to allow viewers to walk through stores digitally.

The feature forms part of the publication's Store Stories editorial pillar and was conceived to champion the bricks and mortar stores of London, with The New Craftsman in Mayfair being the first store featured.

Viewers can travel around the entire shop floor and interact with hotspots of product information, which could be a video from the shop founder explaining the concept behind the boutique, or shoppable links to featured products.

Models can be captured throughout the store, either wearing store stock or interacting with objects. These can be hyperlinked to the store’s own e-commerce, and can be layered with quotes from buyers or creative directors about the product's provenance and craft.

The feature is designed to be entirely shoppable, where highlighted, and to celebrate retail excellence in a shareable and entirely realistic way for readers near and far.

"These 3D virtual (and shoppable) tours are a new way to bring a global audience direct to our favourite, local shops," Because London said.

The New Craftsman was founded by Catherine Lock who toured the British Isles to track down artisans whose work is showcased in her store at 34 N Row. Read more and take a tour at Because London here.

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