Nick Knight, fashion photographer and founder of SHOWstudio, wanted to explore what turns a retail space into an iconic place with a cult following. To showcase the collaboration, he decided to have the Machine-A store in Soho 3D-mapped and digitally rendered so that it was accessible from anywhere. Viewers can ‘walk’ into the store and view items for sale. They can also click on other interactive elements such as interviews with Machine-A staff and fashion friends of the store.
The virtual reality store front reminds us of artist Tom Hancocks’ VR GIF house. It is interesting to see artistic concepts being harnessed by the retail world. For more on augmented reality in retail, look out for our Retail Futures report, coming to The Future Laboratory shop later this month.