design:retail - September 2017 - 104
backstory
104
T
HIS PAST SUMMER,
t rendy U. K. - ba s e d
apparel retailer Topshop
welcomed the season with
open virtual arms by turning its Topshop Oxford Street
location in London into a free
virtual reality waterpark.
Topshop teamed up with
London-based experience
design agency YourStudio to
create an immersive virtual
reality (VR) waterslide experience inside the store. Large
plastic slides were placed inside the store with hope that
it would help make the VR
waterslide more realistic. Sitting at the top of the slide,
guests were invited to put on a
headset and experience a virtual water ride right through
London's busy Oxford Street.
"We wanted to create a buzz
and create a unique experience
for the Topshop customers
to be part of," explains Tom
Edington, associate director and
head of interior, YourStudio.
The multisensory ride was
amped up with additional
elements that helped promote
the summertime theme, including the smell of sunscreen
throughout the store, hair and
nail tutorials and a pop-up ice
cream shop by Milk Train.
The project also tapped
into social media, encouraging Snapchat users to put on
Snapchat Spectacles provided
by the store that allowed them
to see a virtual underwater
world and share it.
Originally just a one-off
pop-up installation, the success and popularity of this
exciting and interactive VR
experience made its way from
England all the way to the Topshop flagship in Hong Kong.
Summer lovin'!
- Lauren Bartlett
SEPTEMBER 2017
DESIGNRETAILONLINE.COM
GLOBALSHOP.ORG
Photos by NICK ANDREWS, TOPSHOP
http://www.DESIGNRETAILONLINE.COM
http://www.GLOBALSHOP.ORG
Table of Contents for the Digital Edition of design:retail - September 2017
design:retail - September 2017
Contents
Editor’s Note
GlobalShop Talk
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Postcard
Mingle
How’d They Do That?
Have You Heard?
Perspectives
Ask Judy
Shopping with Paco
2017 Portfolio Awards
Retail Design Luminaries
Retail Design Infl uencers
Retailer of the Year
Best Store Designs of the Year
Design Firms of the Year
Best Visual Merchandising Programs
Retail Superlatives
Products
Backstory
design:retail - September 2017 - Intro
design:retail - September 2017 - CT1
design:retail - September 2017 - CT2
design:retail - September 2017 - design:retail - September 2017
design:retail - September 2017 - Cover2
design:retail - September 2017 - 1
design:retail - September 2017 - 1A
design:retail - September 2017 - 1B
design:retail - September 2017 - 2
design:retail - September 2017 - 3
design:retail - September 2017 - Contents
design:retail - September 2017 - 5
design:retail - September 2017 - 6
design:retail - September 2017 - 7
design:retail - September 2017 - Editor’s Note
design:retail - September 2017 - 9
design:retail - September 2017 - GlobalShop Talk
design:retail - September 2017 - 11
design:retail - September 2017 - On Trend
design:retail - September 2017 - 13
design:retail - September 2017 - We Love This!
design:retail - September 2017 - 15
design:retail - September 2017 - 16
design:retail - September 2017 - 17
design:retail - September 2017 - Designer Picks
design:retail - September 2017 - 19
design:retail - September 2017 - Clicks & Mortar
design:retail - September 2017 - 21
design:retail - September 2017 - Postcard
design:retail - September 2017 - 23
design:retail - September 2017 - Mingle
design:retail - September 2017 - 25
design:retail - September 2017 - 26
design:retail - September 2017 - 27
design:retail - September 2017 - How’d They Do That?
design:retail - September 2017 - 29
design:retail - September 2017 - Have You Heard?
design:retail - September 2017 - 31
design:retail - September 2017 - Perspectives
design:retail - September 2017 - 33
design:retail - September 2017 - Ask Judy
design:retail - September 2017 - 35
design:retail - September 2017 - Shopping with Paco
design:retail - September 2017 - 37
design:retail - September 2017 - 2017 Portfolio Awards
design:retail - September 2017 - 39
design:retail - September 2017 - Retail Design Luminaries
design:retail - September 2017 - 41
design:retail - September 2017 - 42
design:retail - September 2017 - 43
design:retail - September 2017 - 44
design:retail - September 2017 - 45
design:retail - September 2017 - Retail Design Infl uencers
design:retail - September 2017 - 47
design:retail - September 2017 - 48
design:retail - September 2017 - 49
design:retail - September 2017 - 50
design:retail - September 2017 - 51
design:retail - September 2017 - 52
design:retail - September 2017 - 53
design:retail - September 2017 - 54
design:retail - September 2017 - 55
design:retail - September 2017 - Retailer of the Year
design:retail - September 2017 - 57
design:retail - September 2017 - Best Store Designs of the Year
design:retail - September 2017 - 59
design:retail - September 2017 - 60
design:retail - September 2017 - 61
design:retail - September 2017 - 62
design:retail - September 2017 - 63
design:retail - September 2017 - 64
design:retail - September 2017 - T1
design:retail - September 2017 - T2
design:retail - September 2017 - T3
design:retail - September 2017 - T4
design:retail - September 2017 - T5
design:retail - September 2017 - T6
design:retail - September 2017 - T7
design:retail - September 2017 - T8
design:retail - September 2017 - T9
design:retail - September 2017 - T10
design:retail - September 2017 - 65
design:retail - September 2017 - 66
design:retail - September 2017 - 67
design:retail - September 2017 - Design Firms of the Year
design:retail - September 2017 - 69
design:retail - September 2017 - 70
design:retail - September 2017 - 71
design:retail - September 2017 - 72
design:retail - September 2017 - 73
design:retail - September 2017 - 74
design:retail - September 2017 - 75
design:retail - September 2017 - Best Visual Merchandising Programs
design:retail - September 2017 - 77
design:retail - September 2017 - 78
design:retail - September 2017 - 79
design:retail - September 2017 - 80
design:retail - September 2017 - 81
design:retail - September 2017 - 82
design:retail - September 2017 - 83
design:retail - September 2017 - Retail Superlatives
design:retail - September 2017 - 85
design:retail - September 2017 - 86
design:retail - September 2017 - 87
design:retail - September 2017 - 88
design:retail - September 2017 - 89
design:retail - September 2017 - 90
design:retail - September 2017 - 91
design:retail - September 2017 - 92
design:retail - September 2017 - 93
design:retail - September 2017 - Products
design:retail - September 2017 - 95
design:retail - September 2017 - 96
design:retail - September 2017 - 97
design:retail - September 2017 - 98
design:retail - September 2017 - 99
design:retail - September 2017 - 100
design:retail - September 2017 - 101
design:retail - September 2017 - 102
design:retail - September 2017 - 103
design:retail - September 2017 - Backstory
design:retail - September 2017 - Cover3
design:retail - September 2017 - Cover4
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