Fashion retailer VF has opened a new digitally connected store in Axtell Soho, London
The new hub, which will be a key support to its European operations, is designed an an immersive experience to bring brands to life, strengthen trade relationships and fuel growth in the UK.
The digitally connected, intelligent building features custom video walls and cinema surround-sound to immerse customers in the vision of each brand.
Avatar-based virtual mannequins showcase key seasonal looks in 3D, which are designed to manufacturable specifications – evolving VF’s go-to-market and supply chain process.
Users can even use the touch screen displays to change the lighting and visualise the products in different scenarios, while wholesale orders from the interactive digital selling display stations.
Martino Scabbia Guerrini, VF
EMEA group president said: “At VF, elevated design is at the heart of our brands’ strategy and product creation. This, along with our company’s purpose and commitment to sustainability, drives all our business choices.”