Virtual Reality and Place Making: Topshop's Summer Splash!

Launched a couple of days ago and running till June 4th, is Topshop's waterslide VR experience, marking the start of the Summer season.

Using the Oculus Rift, shoppers can slide through iconic Oxford Street (with Topshop marketing, billboards and posters) whilst on a real (less dramatic) slide in store. This 'FREE' VR experience is part of it's marketing of "retail theatre" that also includes pumping the smell of sunscreen throughout its flagship store, a branded Snapchat filter and soft serve ice cream courtesy of Milk Train.

Whilst none of this really has anything to do with the quality, style or affordability of clothes, factors that consumers usually assess to visit a store or buy its products, Topshop creates a retail event that will get people talking (it is already all over social media).

Despite this being a successful marketing strategy that will inevitably attract the public (and established consumers) to visit the store, try the VR experience and in the process pick up a few items (and promote it further through instagram/snapchat etc), is the use of VR itself any more than just a gimmick? How does it (and can it) actually enhance the already iconic 'place' which is Oxford Street, or even the physical shopping experience itself?

As the use of VR becomes increasingly more mainstream, particularly in retail and recreation, the question of how this technology connects us to, and enhance, physical space and 'place' is essential to creating authentic and memorable experiences that goes beyond a short-lived marketing event.