Fashion web shop Zalando has opened a temporary shop in Madrid, where customers can try on virtual clothing. However, there are no actual items of clothing in the Spanish shop.
The "free to be shop", as the pop-up shop is called, will only be open for four days. The shop uses virtual reality to allow customers to try on the pieces of clothing: each customer will be scanned when they enter the shop, at which point the technology can project each item of clothing from the Zalando catalogue onto the customer's body. The virtual clothing even responds to how the customer moves as he or she walks around the shop.
According to TwinkleMagazine, the technology is also gender-neutral and customers do not need to be identified on the basis of height or gender. The pop-up is part of the 'free to be' campaign that Zalando launched last month, which saw freedom and individuality as key themes.