Zap it, unzip it!
Fashion comes to life this spring as Brighton’s Churchill Square hosts a unique fashion show
There will be no more fighting with the A-listers for the catwalk front row this spring. Instead, Churchill Square Shopping Centre has created a fashion show with a difference. The show, called Zap It, Unzip It! will be bringing the latest spring/summer fashion trends from Churchill Square to life in front of your very eyes – directly to your smart phone or tablet.
Zap It, Unzip It! is a completely new take on the traditional fashion show – and Brighton’s Churchill Square is the first shopping centre in the UK to create such a show.
The show will feature new season collections and the latest Floral, Mono, Sports Luxe and Tribal trends for 2014 from a whole host of Churchill Square retailers including Warehouse, H&M, Miss Selfridge, Dorothy Perkins, USC, O’Neill, River Island, Blue Inc. Burton, BHS, Debenhams, Lipsy, Jane Norman and Next.
Simply zap the code to reveal the spring/summer fashion show and unlock fabulous discounts and information on where to buy items.
The technology behind it Zap It, Unzip It! has been created by Zappar, the team responsible for the phenomenally successful AR campaign for One Direction’s ‘1D Day’. On 1D day, during seven hours of live streaming on YouTube, unique zapcodes popped up on the screen allowing viewers to get exclusive One Direction content. Over 1.5m zaps were made, making it the most successful augmented reality campaign ever. The team has also worked on campaigns for Sport Relief, Family Guy, Red Nose Day and Angry Birds.
Tina Dallorzo, Centre Director at Churchill Square says, “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.”
So how will it work?
Four unique fashion shows will be available at various places around Brighton until 27 April: at Churchill Square shopping centre, in local media – including here in this very magazine, online and various outdoor sites.
To see the shows, simply:
Download the free Zappar App (available on iOS and Android) from your app store onto your smart phone.
Scan the Zapcode you see in front of you.
Churchill Square’s Spring/Summer fashion show will magically come to life on your phone.
The world’s first Augmented Reality Fashion Show took place in Japan in 2011 after a Japanese fashion house was forced to cancel their show after the earthquake and subsequent Tsunami. Since then AR fashion shows have appeared on the pages of fashion magazines like Dazed and Confused, Vogue and Grazia, Burberry celebrated its’ Beijing store opening with an AR catwalk show and Ralph Lauren London put on a virtual fashion show.
The Zap It, Unzip It! fashion show launched on March 28th and will run for a month.
