Yahoo / Selfridges: Electric City

To celebrate the 25th anniversary of Pokémon, Yahoo has partnered with London-based fashion designer Charli Cohen and British department store Selfridges to launch Electric/City, a first-of-its-kind immersive shopping experience for fashion and gaming buffs. The immersive, 360 degree video experience takes shoppers to cyberpunk fashion capitals around the world where they can discover and buy limited-edition garments from the Charli Cohen x Pokémon range, as well as an exclusive Charli Cohen digital only range. Purchase of the digital garments enable fans to create and dress avatars in augmented reality (AR) and can be worn across 300+ virtual platforms including VRChat, Somnium Space and Mozilla Hubs. Shoppers can also access their digital outfits with an AR body tracking Snapchat lens. The work was brought to life by Yahoo’s UK team in collaboration with tech partners ReadyPlayerMe, BlockV, Wolf 3D and Aircards.