Where Shopping Meets the Digital World – Fashion @ Your Fingertips

To celebrate the launch of spring/summer 2012, Westfield London and Westfield Stratford City will introduce futurefashion – its first ever all-digital style event set to take the traditional concept of shopping to new heights, running from 27th March – 1st April at Westfield London and 4th – 9th April at Westfield Stratford City.

The event will take the form of five zones, each offering an immersive shopping experience based on the sweeping digital trend of ‘personalisation’ whereby shoppers create their own fashion looks and moods on digital touch screens. Shoppers can browse and select from over 500 fashion items at the touch of a finger, introducing a change in the way we shop and self-style.

3D CATWALK SHOWS – A CINEMATIC EXPERIENCE

Until now, 3D catwalk shows have been exclusive to major fashion houses but are now set to become mainstream, making a commercial debut at Westfield London and Westfield Stratford City in a cinema pop-up. Seating fifteen at a time, each guest will wear 3D glasses to view an immersive three minute fashion show produced by Westfield which showcases more than 70 looks of the very best in spring/summer style.* The 3D Lenticular Catwalk Show will be screened showcasing fashion like never seen before.

Myf Ryan, General Manager Marketing UK said: “We are delighted to be partnering with industry innovators for futurefashion. It is important for us to respond to the rise of the online retail world which offers the convenience of browsing and buying at the click of a button. We hope that by introducing new ways to interact with fashion through the latest technology in a retail environment, the boundary between bricks and mortar and online shopping will blur and a new age shopper who can seamlessly shift between both will emerge – more empowered than ever in how they shop.”

Futurefashion invites shoppers to experience a journey through every touch point of shopping digitally from creating and sharing looks through Social Photobooths and Tweet Mirrors all at the sweep of a finger.

uk.westfield.com