MYER Catwalk to Cart

Catwalk to Cart’ for Virgin Australia Melbourne Fashion Festival (VAMFF), was an initiative that enabled audience members to purchase runway looks directly from their seat. The mobile experience integrated e-commerce with the live catwalk and offered information about the pieces and outfits through a mobile website.

By logging into the web experience, attendees at Myer show will be able to see contextual information about outfits featured in the show on their mobile phones. As a model approached, their outfit will automatically appear allowing the attendees at the show to quickly save items of interest in a personalized wish-list using a (swipe left/right) interface.