THE RETAIL BULLETIN - The home of retail news
Click here
Home Page
News Categories
Commentary
CX
Department Stores
Desert Island Stores
Electricals and Tech
Entertainment
Fashion
Food and Drink
General Merchandise
Grocery
Health and Beauty
Home and DIY
Interviews
People Matter
Retail Business Strategy
Property
Retail Solutions
Electricals & Technology
Sports and Leisure
TRB conference review
Christmas Ads
Shopping Centres, High Streets & Retail Parks
Uncategorized
Retail Events
People in Retail Awards 2024
Retail Ecom North
Retail HR North 2025
Retail Omnichannel Futures 2025
Retail HR Central 2025
The Future of The High Street 2025
Retail Ecom Central
Upcoming Retail Events
Past Retail Events
Retail Insights
Retail Solutions
Advertise
About
Contact
Subscribe for free
Terms and Policies
Privacy Policy
Birmingham’s Mailbox meets virtual reality

Mailbox, Birmingham’s premium retail destination, was transformed last weekend with the addition of Spatium, a fantasy-based virtual reality experience inspired by milliner Philip Treacy. The experience… View Article

FASHION RETAIL NEWS UK

Birmingham’s Mailbox meets virtual reality

Mailbox, Birmingham’s premium retail destination, was transformed last weekend with the addition of Spatium, a fantasy-based virtual reality experience inspired by milliner Philip Treacy.

The experience was part of a weekend of fashion and technology events held by Mailbox to mark the launch of its new integrated app.

Created by Inition and director Roland Lane, Spatium had its world premiere at the prestigious South by Southwest festival in Austin in March.

Spatium used Treacy’s designs as inspiration to create an abstract and dreamlike world accessed only through virtual reality. Developed as roomscale VR for the HTC Vive, Treacy’s original creation was rendered into a unique VR object that users could explore and interact with.

Regarded as one of the world’s most creative milliners, Treacy has designed hats for the likes of Sarah Jessica Parker, Lady Gaga and the Royal Family.

Inition’s chief executive Adrian Leu explained: “As retail shifts from gazing to experiencing, people have started consuming fashion in dramatically different ways and the retail rules are being completely rewritten. Fortunately, with ever more immersive technologies coming onto the market, the opportunities to develop intensely creative and engaging retail experiences are manifold.”

Elsewhere at the Mailbox, visitors were able to sample a range of wearable technology products, including heated coats, Snapchat Spectacles and smart umbrellas.

They also had the chance to visit the BBC Blue Room, an interactive exhibition showcasing the latest ideas and technology from the BBC. Here, users could view a 360 degree video of Strictly Come Dancing or use a headset to provide a fully immersive virtual reality experience.

Subscribe For Retail News