The immersive pop-up fashion launch took place at its London branch last weekend (27-29 March) and will relocate to Westfield Stratford City on 2-4 April.
The experience consists of a series of digital fashion experiences that take visitors on a journey through spring/summer 2015 trends, such as denim, floral and future modern. It also includes a virtual reality element that allows participants to ‘fly’ through the world of fashion.
Using VR headsets and gesture-tracking technology, consumers can interact with virtual characters, fly through a landscape and mix and match different trends.
They can also be represented by a fashion avatar, which tracks users across a large screen as they make shapes and movements, leaving trails of the season’s trends in the air.
Future modern is expressed through glowing lines, denim sees the avatar appear as if woven from thread and floral creates buds and sweeping colours representative of scent.
American Eagle Outfitters is hosting a pop-up installation as part of the event, giving shoppers the chance to pick from the brand’s range of jeans in exchange for an in-store discount. It is also showcasing an interactive video wall, which uses social media channels to gather real-time, shopper-generated posts.
Ainsley Henn, producer at Inition, said: "Inition is delighted to be working with Westfield to bring state-of-the-art interactive technology to the reach of thousands of consumers.
"Combining Westfield’s insight into the key spring/summer 2015 fashion trends with Inition’s expert knowledge of technology has resulted in a unique retail theatre experience that is informative, engaging and altogether mind-blowing."
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