'Splash' enables shoppers to don an Oculus Rift VR headset, before being immersed in a version of Oxford Street they have never seen before - all via a virtual water-themed adventure.
Participants will get the sensation of sliding down Oxford Street on an inflatable device, as they discover Topshop-themed surprises along the way. The VR waterslide is part of an 'interactive pool scene' which is being displayed in the store's windows.
The VR activation forms part of a wider summer campaign for Topshop, which will also include the smell of sun cream being spread throughout the store, and several summer pop-ups. A branded snapchat lens will also be available until 27 May.
More: Gillette launched a VR experience across supermarkets in Australia in February, celebrating the launch of its latest razor.
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