Mailbox mall pushes VR experience

Dozens of shoppers have tried out a fashion-inspired virtual reality experience at Birmingham’s Mailbox shopping centre as part of a three-day programme to celebrate the launch of its new app.

Available for the first time in the UK, the virtual reality and spatial audio experience Spatium featured an abstract and dreamlike world inspired by British milliner Philip Treacy’s designs. The immersive experience was completed with a specially developed soundtrack.

Spatium was created by Inition and director Roland Lane, and was first unveiled at the prestigious South by Southwest festival (SXSW) in Austin in March.

The virtual reality installation was part of a three-day TechStyle event at the Mailbox celebrating the release of its new integrated app.

Other cutting-edge technology products available to be sampled at the centre included heated coats, Snapchat Spectacles and smart umbrellas, to name a few.

David Pardoe, head of marketing, retail and tenant engagement at the Mailbox, said: “The new Mailbox app embraces cutting-edge technology and has taken personalised shopping to a completely new level. For us, there’s no better way to celebrate its arrival than a weekend showcasing the very best in wearable technology and fashion-inspired virtual reality.”

The new app uses location-aware technology to transform the Mailbox into a ‘connected environment’, tracking permitted user journeys and preferences to recognise and communicate with customers in real-time before they arrive, during and after their visits and giving them access to unique content and rewards.

App users can also earn loyalty points, add clothing and accessory items to a personal wish list, book table reservations, and interact with the Mailbox Life digital magazine.

Mailbox mall pushes VR experience

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