99 And Kiwi Property Invite You To New Zealand’s First Virtual Reality Fashion Show
Kiwi Property prides itself on being New Zealand’s home of the latest fashion trends. This year they’ve continued to push boundaries by partnering with 99 for a New Zealand first; a full 360-degree runway show, only viewable in virtual reality at Kiwi Property shopping centres.
Each centre hosted the Non-Stop Fashion Show, putting customers directly into the front row. Seated in the activation zone and wearing VR headsets, visitors could jump in and out of the experience at any time. The event helped fuel their need for fashion inspiration, and turned the centres into a venue for experiential and entertainment opportunities.
The fashion show reflected a variety of fashion from major retailers, for the latest spring season. The show presented looks for a wide range of occasions, all shoppable in-centre. The Non-Stop Fashion Show was shot using the highest-end 360-degree camera currently in production – a Jaunt ONE – the only such camera available outside the United States. This allowed 99’s creative, technology and production teams to create an experience for customers like nothing they’d seen before.
The user could turn their head in any direction and feel like it was all happening, in real time. The catwalk was built in a 4 metre circle around the camera, which was the optimal focus for the viewer, giving them an intensely personal experience, and making sure the clothes were always being seen at their best.
“We were looking for a fresh idea on how we can take our new season fashion campaigns to the next level,” says Karlee Lightbourne, National Marketing Manager at Kiwi Property. “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.”
Each visitor will receive a lookbook after the experience, guiding them to the stores to purchase the outfits they saw in the show.
Jared Isle, Creative Director at 99 says “We filmed the Non-Stop Fashion Show with an absolute leading-edge, Hollywood-quality 360-degree camera. It shoots in every direction so you can turn your head anywhere and be totally immersed in what’s going on,”
Craig Whitehead, 99’s Chief Creative Officer added, the technology connected Kiwi shoppers with fashion in a whole new way.
“Shot in 3D, anyone could come in and put on a headset for a front-row seat at a live high-end fashion show. It was all about connecting New Zealand shoppers with fashion inspiration – something we are really excited about”.
The Non-Stop Fashion Show experience is live during October in Kiwi Property shopping centres across the country, including Sylvia Park and LynnMall in Auckland, Centre Place in Hamilton, The Plaza in Palmerston North, Northlands in Christchurch and North City in Porirua.