New York – Google is bringing the city’s most iconic window displays to a global audience with virtual reality (VR).
Glowing chandeliers at Bloomingdale’s and a confectionery-themed Nutcracker Sweet display at Saks Fifth Avenue are just some of the spectacles on show in the windows of New York’s most renowned luxury brands.
Google has joined forces with 18 brands for Window Wonderland to digitally transport consumers to each of the retailers’ store fronts. The images, which were compiled by stitching together hundreds of high-resolution photos, are accompanied by a short explanation about the display as a whole, as well as an audio element narrated by the brand’s visual merchandiser.
Each display can either be viewed as a 360-degree image on-screen – incorporating moving elements such as the fishing raccoons in Lord & Taylor’s Enchanted Forest-inspired exhibit – or on a VR headset to create a fully immersive experience. Although the window displays are not shoppable, each includes a link to the retailer’s website to drive sales.
Brands are increasingly using virtual reality to expand the shopping experience beyond the confines of the physical store. For more on the future of retail download our Retail Futures Report 2016 here.