Zalando is opening a new virtual pop-up store which features no physical clothes but allows user to try on its entire range using projection technology.
The online fashion retailer’s new pop-up, set to open on October 3 until October 6 in Madrid, will scan customers as they enter the store.
Any garment from Zalando’s online catalogue will then be projected onto the shoppers’ body, responding them as they move.
The pop-up forms part of Zalando’s “free to be” campaign launched earlier this year, celebrating “real people and real stories”.
“With our ‘free to be’ positioning we are taking our brand to the next level, which will frame all our future marketing activity as a platform,” Zalando’s director of marketing strategy Jonny Ng said.
“We are on a mission to reimagine fashion for the good of all, to build a brand that empowers, represents and entertains millions of customers across Europe.”