Churchill Square Augments Fashion

403zapChurchill Square’s big spring/summer fashion show started on March 28, and the end is nowhere in sight. The center isn’t going for a record—it’s just letting its shoppers experience the show for themselves at any time they want.

The center is achieving that feat through the wonders of augmented reality. Shoppers who visit the center this spring can skip the crowds and watch the Zap it, Unzip It fashion show any time by heading to the center, finding the Zap code, and scanning it with the free Zappar App.

Once that’s done, the show comes to life through their tablet or phone screen. When it’s over, viewers can click through to the website for prices and store information. It’s a whole spring/summer fashion campaign in one tidy little package.

Speaking with The Drum, centre director Tina Dallorzo explained that the goal of the digital promotion is to draw shoppers into the mall.

“We were looking for an innovative and fresh idea that would create a buzz about Churchill Square’s new spring summer 2014 collections and so the idea for the Zap It, Unzip It! fashion show was perfect.

“It’s the first time a shopping centre has done a fashion show like this and we are very pleased that Brighton’s Churchill Square is leading the way.”

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