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Topshop goes virtual with 'world first telepresence' for London Fashion Week

February 12, 2014 | Telepresence Options

top_shop_london_fashion_week

Story and images by Natalie Mortimer / The Drum

Topshop has announced that it will bring a 'world's first in telepresence and virtual reality' to this week's London Fashion Week.

The Topshop Unique show will be live-streamed from the Tate Modern's Turbine Hall in a telepresence experience where shoppers at the brand's flagship Oxford Circus store will be transported straight to the catwalk.

3The Topshop Unique show will be live-streamed from the Tate Modern's Turbine Hall in a telepresence experience where shoppers at the brand's flagship Oxford Circus store will be transported straight to the catwalk.

Each participant will also be able to look around at the models walking down the runway and the celebrities they will be sat next to. Playing on the animal themed collection, shoppers in the virtual world will also see crows flying around the space and landing at their feet.

Topshop partnered with 3D agency Inition to create the experience.

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