Topshop has unveiled a giant VR waterslide experience at its flagship store at London’s Oxford Circus to kick off its summer campaign.
The #TopshopSplash installation is featured in the store’s windows and allows shoppers to virtually race down a giant, looping slide that runs the length of Oxford Street and encounter special Topshop surprises along the way. Shoppers begin the ride by sitting in a giant inflatable at the entrance to the slide and by wearing an Oculus headset to immerse themselves in the experience.
Created with Fat Unicorn and Your Studio, the installation was designed to mark the start of the summer season and will run from today (25 May) until 4 June. To add to the effect the smell of suncream is being pumped throughout the store and it is also staging a number of summer-themed pop-ups, such as one from ice cream brand Milk Train.
“Topshop Oxford Street has one of the most prominent store fronts in the world and we are excited to offer our consumers the opportunity to be part of it with an exhilarating VR experience. As VR technology continues to advance our desire was to blend it with retail theatre to create an immersive and shareable experience for our consumers, as a fun way to celebrate the start of summer,” said Sheena Sauvaire, global marketing and communications director at Topshop.
Topshop has previously used VR in-store to allow shoppers to virtually attend its London Fashion Week catwalk show.