John Lewis is the first UK retailer to trial 360 advertising on Facebook, bringing together video content and online shopping.

The trial is part of John Lewis’ autumn advertising campaign Only Here, which focuses on its exclusive home brand and brand partnership products.

The shoppable adverts allow customers to view products in a real life setting from every angle and then, with a single click, visit the John Lewis website to buy the product.

The new format was created by using video recordings from multiple cameras to create a “real-world” panoramic experience of a house styled only with John Lewis products.

John Lewis social marketing senior manager Eva Bojtos said: “We want to test this new format as demand for immersive content is growing at speed.

“These ads offers customers a seamless experience from being inspired by product shot in a beautiful setting to being one click away from buying the product.”