Store in London. Virtual reality, fashion and design for a multi-sensory installation

The physical experience, through a project combining design and virtual reality, is the aim of this new Topshop flagship store, designed by London-based YourStudio.

YourStudio have created an original experience, specialized in the strategic development of brands and the creation of experiences, which are inspired by the changing minds of today's consumers, they design the Topshop Splash store, which is more like an advertising campaign launched to achieve something engaging, in the flagship store that launches swimwear in the summer.

The installation consists of a series of multi-sensory and interactive windows that led customers to a real water ride, combining physical design and virtual reality, where the slide is as real as the experience and where architecture does not arrive, technology arrives.

It all starts with a scene from the swimming pool in the store window, with 65 meters of water slides winding around each floor, subtly guiding customers to the collection of swimsuits, accompanying them with the olfactory experience of coconut scents and sun creams that spread in the store, with the noise in the background of people, the water flowing and the seagulls crackling, to emulate the feeling of being in a water park in summer.

Customers sit in a "pool" on top of a slide before wearing virtual glasses, the journey takes them down a water slide through the shoppers and buses along Oxford Street, past London's iconic buildings - it's all very fast. As the digital experience ends, you land on a beach, perfectly feeling the spirit of the holiday.

The shopping experience is now increasingly combined with another kind of experience, in this case, the fun and the great feeling that you feel when you put on a swimsuit. The design project becomes global, evaluating not only the aesthetics but also the behavioral component.