M&S creates virtual reality avatar to promote homeware

Marks & Spencer is launching a series of pop up 'virtual reality hacks' that lets consumers discover its new homeware range using Oculus Rift.

M&S: virtual reality stunt to promote homeware
M&S: virtual reality stunt to promote homeware

The retailer will roll out the pop-up virtual reality showrooms over the next three weeks in locations including London and Leeds. 

Consumers wear a virtual reality headset and, using Oculus Rift and Leap Motion technology, can drag and drop items from the M&S LOFT homeware range to create their 'ideal living space.'

The experience is assisted by Amy - a virtual M&S LOFT Avatar.

The stunt is designed to promote its new range, which will launch this autumn and was tested in January. 

Brand: M&S

Agency: Mindshare

Tech: Oculus Rift, Leap Motion