Rebecca Minkoff has invited about 350 consumers to its #RunwaytoRetail fashion show Saturday, but for those unable to snag an invitation, the company will use innovative technology to make them feel as if they are actually there.
Minkoff plans to live-stream the show in 360 Virtual Reality in a partnership with Ripple. The show will take place on the street outside the company’s boutique at 96 Greene St. on Saturday at noon featuring fall 2016 merchandise.
Whether they have their goggles, glasses, or use a Facebook experience or their laptops, consumers can manipulate the imagery and can choose what they’re going to look at and where they’re going to look, said Uri Minkoff, chief executive officer of Minkoff. “They can wander anywhere on the street. It’s a unique immersion experience,” he said.