Brighton’s Churchill Square shopping centre is hosting what it says is the first augmented fashon show this week (March 28), using a phone app to give users access to live streams, new collections and promotions.
Four ‘zap’ codes throughout the centre for users to spot and access via a ‘Zappar’ app for the event, called Zap it, Unzip it!
This will grant access to a live stream of Friday’s catwalk show as well as product from H&M, Next, River Island, Lipsy, Warehouse, Jane Norman, Miss Selfrigde, Dorothy Perkins, Burton, Debenhams, BHS, Blue Inc, USC and O’Neill.
Tina Dallorzo, centre director at Churchill Square said: “We were looking for an innovative and fresh idea that would create a buzz about Churchill Square’s new spring 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.”