As high street retailers continue to struggle with decreasing footfall, Topshop has launched an immersive experience to encourage customers to do more than just stop to look at its window displays.
Topshop’s flagship store on Oxford Street has launched the ‘TSTM X Car Wash’, which brings the shop window into the store, giving customers the chance to “snap, share and play”, said Topshop Topman visual director Tim Whitmore.
Elements of the window display can be found inside the store over 800 sq ft of prime ground floor selling space – the first time the fashion brand owned by Sir Philip Green’s Arcadia has done this – and encourages people to touch the displays, take pictures and relax on the soft furnishings.
Whitmore has noted weekly sales were up 14% after launching the window displays that offer an “explosion” of colour, drama and ”immersive theatre” experience.
The window display and internal elements are all designed in-house by the 25-strong visual team and will be rolled out to nine other stores across the UK.
Whitmore and his team are already planning Topshop’s next immersive experience to “excite and delight” customers as the window changes overnight every four weeks.
Next on the agenda is a ‘winter wonderland’ focusing on gifting in time for the Christmas peak trading period.
Whitmore said the Topshop visual team aims to produce “kooky, fashionable and stylish” displays and has previously hosted yoga sessions before the store opens – something it is looking to bring back – candle workshops, florists, live catwalk models and an Ascot ‘make your own hat’ display.
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