To mark the start of the summer season the window of Topshop’s Oxford Street store will be transformed into an interactive pool scene, complete with a 360 degree virtual reality water slide, ready to take customers on a fully immersive ride.

SPLASH_AT_TOPSHOP_2.jpgParticipants will start their thrilling VR journey seated on a giant inflatable at the entrance to the slide and will then be thrust into a fictional Topshop-themed world with a few surprises along the way. Starting at Topshop Oxford Street, the ride will see consumers embark on a hyper real, high intensity journey across London’s streets, twisting and turning their way through the computer-generated landscape.

The free experience has been developed in partnership with Your Studio, with the VR being designed in collaboration with Fat Unicorn.

SPLASH_AT_TOPSHOP_13.jpgConsumers will be able to share the experience with their social followers in a dedicated ‘SPLASH! at Topshop’ area within the store and Snapchat users should look out for an exclusive Topshop lens available from Saturday 27 May that will see them immersed in a surreal summer-themed aquatic world.

‘Topshop Oxford Street has one of the most prominent store fronts in the world and we are excited to offer our consumers the opportunity to be part of it with an exhilarating VR experience. As VR technology continues to advance our desire was to blend it with retail theatre to create an immersive and shareable experience for our consumers, as a fun way to celebrate the start of summer,’ says Sheena Sauvaire, global marketing and communications director at Topshop.