In pictures: Topshop launches immersive sensory experience

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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 its ‘TSTM X Car Wash’  immersive experience that brings the shop window into the store, giving customers the chance to “snap, share and play”, said 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 “explosion windows”. 

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