SINGAPORE - Shopping mall Paragon has launched a visual merchandising display with a difference.
On Monday (Sept 25), the mall revealed an eclectic display on its first floor that combines fashion with robotics and virtual reality. The display will be up till Oct 15.
Not only can shoppers watch fashion runway shows on two stands which project the shows on the floor, they can also put on virtual reality goggles to get a 360 degree view of a unique fashion show of mannequins morphing into models strutting along the runway against Paragon as a backdrop.
The Samsung VR Gear experience was created by multimedia and fashion design students from Raffles College of Higher Education. It features apparel and jewellery from 11 capsule collections created by 11 students from the school's fashion design course.
Apart from virtual reality, robotics also has a part to play in the display.
A large robotic arm, typically used for precision engineering, is the display's centrepiece. The arm picks up and moves different boxes containing fashion pieces such as bags and shoes, giving shoppers a 360 degree view of each item. The arm is on loan from automation firm Weltron Equipment, which specialises in the design and manufacture of semi to fully automated machinery and equipment.
From Monday till Oct 1, the display will feature items from Moschino's Fall/Winter 2017 collection. From Oct 2 to Oct 15, the mood will change as athleisure collections take over the high fashion items.
Sporty and casual fashion pieces will also be on display from brands such as Puma, Star360, DKNY, AX Exchange and Diesel.
Speaking to The Straits Times during the media preview yesterday, Paragon's head of marketing communications Zagna Heng, says the Orchard Road mall has been constantly evolving and creating campaigns to engage shoppers.
"The fusion of technology and fashion is something different and we hope it injects buzz and excitement to the Singapore retail scene."
She says the non-traditional and non-static form of visual merchandising also allows the mall to showcase merchandise from a wide variety of tenants.
"We do hope shoppers can appreciate this initiative. That it will attract them and make them curious to want to stop and have a look."