Kiwi Property and 99 teamed up to deliver shoppers some fashion inspiration in the form of a 360-degree virtual reality runway show at shopping centres across the country.
The experience saw each of the Kiwi Property shopping centres host the Non-Stop Fashion Show and gave customers a front-row review. They could sit in the activation zone, put on a VR headset and watch as fashion inspiration from major retailers walked down the runway.
All looks were shoppable in the centre and were shot using a high-end 360-degree camera, the Jaunt One, that allowed the viewer to turn their head in any direction and be totally immersed in what’s going on.
The catwalk was built in a four-metre circle around the camera, which was the optimal focus for the viewer, giving them an intensely personal experience.
National marketing manager at Kiwi Property Karlee Lightbourne says it was looking for a fresh idea to take its new season fashion campaigns to the next level.
“We hope to provide our customers with an exciting experience in a convenient, inclusive and accessible space, and we’d like to show them that style can be fun and attainable,” she says.
99 chief creative officer Craig Whitehead was equally excited to work on the project, saying it was all about connecting New Zealand shoppers with fashion inspiration.
“Shot in 3D, anyone could come in and put on a headset for a front-row seat at a live high-end fashion show.”
The Non-Stop Fashion Show was live in Sylvia Park and LynnMall in Auckland, Centre Place in Hamilton, The Plaza in Palmerston North, Northlands in Christchurch and North City in Porirua.