ABOUT

Brief
INITION was approached by Portas Agency to produce a forward-thinking virtual reality experience to promote the launch of Westfield’s Future Fashion event - two weekends featuring cutting-edge technology combined with the upcoming season’s hottest trends: floral, denim and future modern.

Solution
Using Oculus Rift DK2 head-mounted displays and LEAP Motion gesture tracking technology, we developed an experience which enabled guests to enter one of three virtual, futuristic landscapes where, using specific gestures, they could explore the concepts of the trends and ‘fly’. To fully explore a trend, users adapted a ‘superman pose’ (i.e. hand outstretched in front) so they could navigate around the environment, whilst clapping transitioned the experience onto the next seasonal trend. With a high level of freedom to explore the virtual space, guests are treated to a unique conceptual journey each time.

Results
The combination of Oculus Rift and Leap Motion systems was the first time such technologies had been used together publicly and pushed the limits of what we’ve previously presented to the public. The VR experience attracted over 7,000 participants over the two weekends, an impressive feat given the solitary nature of the installation.

“Over the course of a few weeks we worked with Westfield to create two digital retail experiences. The reactions from visitors were really pleasing, with both experiences having captured the interest of individuals of all ages. It’s really great to be able to interact with the content - we mostly consume content passively by simply watching - but when you’re able to interact, as with virtual reality, it’s so much more meaningful.” - Stuart Cupit, Technical Director, INITION

“Westfield always tries to push the boundaries of fashion and technology and take our shoppers on an incredible virtual journey. Working with INITION, we created a virtual reality live experience in centre” - Myf Ryan, Westfield.