Students from Central Saint Martins in London have been schooling brands and retailers on how to create an immersive shopping experience as part of a new project in partnership with real estate adviser Cushman & Wakefield.
Pupils enrolled on the second year BA fashion, communications and promotion programme at the design institution were recently tasked with coming up with a live fashion event, to take place in February 2015, aimed at showcasing the future of fashion.
Teams pitched ideas to a panel of ten fashion experts including i-D magazine managing editor Holly Shackleton, head of retail strategy and lettings for property investors Shaftesbury Samantha Bain-Mollison and head of special projects and collaborations at The Cambridge Satchel Company Max Karie.
The winning idea centred on a luxury hotel experience called Central Saint Martinez, containing themed rooms exhibiting designs from Central Saint Martins fashion graduates Quoi Alexander, Sang Yoon and Charlotte Tydeman.
The concept will now be displayed at a show on February 26, 2015, in front of 120 retail leaders at Central Saint Martins. The group of students behind the proposal also received £1,000.
Head of EMEA retail at Cushman & Wakefield, Justin Taylor, said: “Creating truly memorable, and increasingly immersive, shopping experiences for consumers is a key priority for retailers and landlords alike.
“It will be fascinating to watch how bold and creative ideas, such as those generated by these remarkably talented students, will ultimately permeate and shape the way we interact with and consume fashion in the future.”
Course leader for BA Fashion, Communication and Promotion at Central Saint Martins, Hywel Davies, said: “Challenging the conventions of engaging with fashion, the students have presented ideas that enlist the consumer to become the participant and become involved with fashion through live experiences.”