In pictures: Sony rolls out fitness wheel activation

Tech brand Sony has announced its interactive fitness wheel installation will travel to Newcastle, Manchester, Birmingham and Glasgow, following a month-long stint at Westfield Stratford City.

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The experience, which has been developed in conjunction with agency Haygarth, is designed to showcase the brand’s Smartwear range and its Xperia Z3. The activation’s main feature is a 3.2 metre-high wheel that shoppers can walk or jog on to test-drive the Sony products.

Users are immersed in a "first-person narrative" to explore features such as waterproof technology, low-light photography and a two-day battery life. The Sony wheel is in situ at the North Gallery of Westfield Stratford until 15 March and an average of 80 shoppers per day participate in the activation.

The Sony fitness wheel will visit Eldon Square in Newcastle and The Bullring in Birmingham on 19 March-16 April, before relocating to the Manchester’s Arndale Centre and Braehead in Glasgow on 10-19 April.

More: Sony Xperia launches Big Splash experience with Haygarth

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