Luxury department store Bloomingdale’s has unveiled a new virtual shopping experience for the holiday season, allowing visitors to buy different brands in the digital world.
Developed in collaboration with virtual reality (VR) technology developer Emperia, the virtual space features dedicated areas for Chanel, Ralph Lauren and Nespresso, as well as exclusive areas for the holiday season, including a “luxurious” beauty and spa room, a party -Space and a gift experience.
The store will allow each of the participating brands to convey their own identity, with users being able to move between brands via a virtual elevator inside the store.
Chanel’s space showcases a moon-like vibe, while Ralph Lauren ushers clients into a wooden ski lodge-inspired space.
In a statement, Emperia explained that virtual stores will be “a key component” of brands’ e-commerce and marketing efforts during the holiday season, as they “are an extension of retailers’ physical stores and align with their holiday campaigns.”
The company added that the technology enables retailers to measure product engagement, demographics and demand for goods, among other things, in real time.
“Emperia believes that the virtual multi-brand experience will be the new department store of the future,” said Emperia CEO Olga Dogadkina. “The virtual environment offers endless opportunities for brand creativity, design and user engagement, pushing the boundaries of accessibility and the physical Raums – a new technological playground for retailers.”
This translated and edited post previously appeared on FashionUnited.uk.