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London Fashion Week: Topshop Unique’s Set to Create a Virtual 3D World

If there’s only one show you manage to catch the full coverage of this London Fashion Week, make sure it’s Topshop Unique. It was one of the most sought-after shows to attend last season, and the Arcadia Group is known to be one step ahead of the rest when it comes to creating shows that push the boundaries in terms of digital experiences and engagement. And boy, do they have a treat in store for us this time around.

London Fashion Week SS14 - Topshop Unique

The goal is to create a 3D digital world for the show this season, which should be just as exciting as it sounds. Not only will the show be livestreamed, but they are also offering five customers the chance to watch it in 3D. The stage this season is the Turbine Hall at the innovative Tate Modern, and in addition, a virtual front row will be set up at their London flagship store where the selected five will don headsets and be immersed in the full runway experience, from all of the backstage gossip to a FROW-like experience as the models strut their stuff down the runway.

 London Fashion Week SS14 - Topshop Unique

Prior to the show and even during, the Tate Modern will also be opening its doors to visitors with open viewing platforms to let people see how the show is put together. It’s a must-see opportunity for anyone who longs to go to Fashion Week, but has never quite gotten their paws on a ticket.

And don’t worry, if you miss the livestream coverage online, Topshop’s London flagship will be playing it on its screens from the 16th to 18th of February.

Images: Lia Toby/

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