Fashion and retail hotspot Melbourne Central is the latest entity to jump on board with virtual reality (VR) launching an historical activation that will take shoppers back in time.
Consumers will be offered a three-minute VR experience walking through a 3x3 metre space to interact with with a virtual shot tower environment with a wireless, handheld controller to make lead shot pellets.
The activation will simulate work undertaken at the Coops Shot Tower during the 19th century.
Melbourne Central has partnered with VR company Liminal 360 to bring the activation to life.
The centre's regional GM Leigh Dunn believes the initiative will draw customers in as part of its Rewind '91 birthday celebration.
“The future of retail lies in experimenting with and constantly innovating the customer journey and we are proud to celebrate Melbourne Central’s birthday by launching Australia’s newest immersive historical virtual reality experience.
“We want our growing number of visitors to recognise Melbourne Central as the CBD shopping precinct where fashion, food, entertainment, culture, history, art and technology constantly converge to create unique and exciting cultural experiences.”
Melbourne Central opened its doors in 1991 and hosts around 300 local and international retailers.