The retailer is labelling the activation as a series of VR 'hacks' that aim to give the public the chance to experience its Loft Homeware offering in a series of unexpected locations.
The use of a headset was chosen to showcase the products’ suitability for smaller spaces, with M&S swapping a traditional showroom for a more compact, mobile showcase. Visitors to the pop-up are able to drag and drop items from the range to create a digital living space.
Amy, a virtual avatar, accompanies the user throughout their experience.
Consumers are encouraged to share their designs via email, Facebook or Twitter and shop the range through the M&S website.
The activation first visited London Waterloo station last week (11 September) and will be available to experience at Trinity Mall in Leeds on 19 September. It will then return to London with a stint at Spitalfields Market on 26 September.
M&S collaborated with media agency Mindshare to devise the VR Hack.
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