Obsess launches virtual reality shopping centre with 19 stores

A new virtual and augmented reality shopping mall featuring virtual stores you can only visit digitally has been launched in the US.

Obsess is a new ecommerce site which acts as a virtual shopping centre, allowing users to visit numerous stores selling the latest fashion, beauty and fitness products and view photo-realistic 3D models of the products.

19 virtual stores will sell curated ranges of around 700 items, which customers can explore in VR using their smartphones.

The concept aims to encourage users to explore as they would in a real store, discovering items on virtual shelves in exotic CGI stores, rather than simply searching.

“We don’t have to be limited by what’s possible in real life,” its creator Neha Singh told Vogue.

READ MORE: Virtual clothes could be next Instagram craze

“It’s a whole different way of looking at the e-commerce interface—intuitive… It’s really about discovery.”

Custom stores have been curated by influencers including @jourdansloane@yin2myyang@jamialix@coffeenclothes and @ellaarose

“We aim to be a shopping destination bringing together the values important to the new generation of consumers and new generation of brands, all packaged in creative, inspiring discovery experiences.” Singh added in a press release.

“It’s online shopping like you’ve never seen before. Our mission is to Make Shopping Fun Again.”

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