The platform will allow consumers to catch the 2015 Fall Hilfiger Collection runway show in three-dimensional 360-degree virtual reality

Tommy Hilfiger is set to introduce a virtual reality shopping experience at select stores and wholesale partners worldwide. The new platform will allow consumers to watch the 2015 Fall Hilfiger Collection runway show in three-dimensional 360-degree virtual reality.

The said technology is set to launch on 20 October 2015 at the Tommy Hilfiger store on New York’s Fifth Avenue, followed by several addition locations including London, Paris, Milan, Amsterdam, Dusseldorf, Florence, Zurich, and Moscow. Shoppers will receive an immersive encounter.

The idea is to create the impression that one is sitting in the front row of Manhattan’s Park Avenue Armory at show time on 16 February 2015, which is when the collection originally premiered. The experience will offer users an unhindered view of the runway and backstage—a section typically cordoned off from outsiders.

The installation lives in-store in a dedicated area that reflects the American football theme of the show alongside the Hilfiger Collection designs, which consumers can purchase immediately. The platform is also launching at wholesale with Selfridges, London’s iconic department store.

“We are driven by a vision to exceed consumer expectations, inspire, and offer experiences they never thought possible. We’re using virtual reality to open the doors to a unique part of our world, directly connecting the consumers in our retail space with one of our largest brand events,” said Daniel Grieder, CEO of Tommy Hilfiger.

The showcase will be available on London’s Brompton Road and Regent Street; at Amsterdam’s P.C. Hooftstraat; Dusseldorf’s Schadowstrasse; Milan’s Piazza Guglielmo Oberdan; Florence’s Piazza degli Antinori; Zurich’s Bahnhofstrasse; Paris’s Boulevard des Capucines and Champs-Elysees; and Moscow’s Kuznetsky Most.

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