Virtual reality mall could be the shopping center of the future

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There has been much talk of the necessity for retailers to introduce digital features to the physical shopping experience, in order to keep up with the customer’s taste for online shopping. But British designer Allison Crank has gone the other way, creating a virtual reality mall, that uses fantasy and interactivity to redefine the ecommerce experience. Users access the Reality Theatre mall using the Occulus Rift headset, which enables them to wander freely among brightly colored animals, neon signs and virtual people. They navigate the space using a controller, traveling up and down escalators to any place. The platform is…

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