Machine-A is launching a virtual reality store to promote London Fashion Week (LFW) and allow visitors to experience collections while maintaining social distancing.
The boutique luxury fashion store is launching what it calls a “larger-scale augmented reality (AR) experience” which will showcase the work of designers including Richard Quinn and Martine Rose.
According to a report in Vogue Business, the experimental initiative will allow users to scan QR codes on posters and billboards, which will be posted across London, and view the collections in an AR store environment.
LFW attendees, unable to view any collections in person, can explore a digital rendering of Machina-A’s sales floor complete with the autumn/winter 2021 collections from the fashion world’s leading designers.
The virtual store will also feature unfinished pieces and personal messages from each designer explaining their inspiration behind each product.
“For us, it’s important to always be discovering new innovative ways to engage with our customers and our community,” founder and buying director of Machine-A Stavros Karelis said.
“We wanted to raise awareness for the brands that we are carrying, especially in this period of time when the store is shut and London Fashion Week is taking place digitally.”