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Brief Published: 24 Oct 2011

Forever 21’s Holographic Pop-Up


US fashion retailer Forever 21 hosted a holographic fashion show at The Grove shopping and entertainment centre in Los Angeles last week (October 20), as the retailer takes the groundbreaking runway across the globe.

The seven-minute catwalk show, which played on rotation every 15 minutes in a black tent, was designed by LA-based digital agency Space150 and featured 3D holographic models wearing Forever 21 fashion.

The show was accompanied by a pop-up store selling the styles modelled on the virtual catwalk and a new collection by US fashion designer Rory Beca, which went on sale in Forever 21 stores the next day.

The show was first shown in Vienna in April, coinciding with the opening of Forever 21’s first store there. It moves to New York later this month. See Nomadic Retailing for more examples of travelling pop-ups.

The holographic fashion show adds to the increasing number of events put on by tech-savvy retailers harnessing the visual and experiential power of augmented reality and projection mapping technologies. See our report GoldRun & AR Retailing for more information.

Forever 21