Los Angeles – The high-tech fashion concept brand challenges perceptions of reality with its interactive, month-long pop-up at LA-based retailer Fred Segal’s flagship store.
Virtual Super Land’s (VSL) debut collection of streetwear leverages green screen technology to cleverly jump between the physical and digital world. Designed for the social media generation, the collection is supported by the VSL camera app, which engages users’ perception of reality in a shareable way. When shoppers point their phone’s camera at the clothes, the app will animate items with renderings of solar systems, Renaissance sculptures and logos.
As the technology works with most shades of greens, the pop-up space heavily features green and neon elements so that all items interact with the app. In addition, VSL has collaborated with brands such as Mai Mai and Casetify to create a range of green products, including a neon bikini and one-of-a-kind iPhone cases. In doing so, the brand has created a fun, accessible and easy way to transform the retail experience, tapping into ideas we explore in our Programmable Realities macrotrend.