Topshop to create 3D virtual world during LFW

British highstreet fashion chain Topshop is upping their technological

antics during London Fashion Week, in a "fully immersive event" which promises to be a "rich, hyper-real and enchanting experience".

The Topshop Unique catwalk show, which is set to take place this Sunday in the Tate Modern's Turbine Hall, will not only be streamed live for all fans to follow but will also offer five customers the opportunity experience the show in '3D'.

Working in partnership with 3D agency Inition, Topshop will be creating a 3D virtual front row in its Oxford Street flagship stores this Sunday. The selected participants will wear Oculus Rift 3D headsets "to enter the 360 degree virtual world which will be a hybrid of live feed of the runway, the backstage action, the VIP arrivals, the set designs and animated features," according to a press release from the fashion retailer.

In addition, the Tate Modern will be opened to visitors in the run-up to the catwalk presentation and during the show itself. "The set-up, the rig, and show will be visible from the various viewing platforms that overlook the Turbine Hall, allowing them to see the inner workings of the event as a spectacle in itself," added Topshop.

CEO of Arcadia and owner of Topshop, Sir Philip Green commented: "The Topshop Unique show is going from strength to strength; not only in terms of the collection but also in how we share this with our customers at home and in our stores, giving them an up to the minute runway show experience."

"This season's live stream in virtual reality between two iconic London destinations, the Tate Modern and our flagship store in Oxford Circus takes the idea of the traditional fashion show to a new dimension, as we continually look for new ways to engage, excite and involve our customers," added Sir Green.

For all the Topshop fans who were not selected to join in on the 3D experience, a recording of the event will be made publicly available for all consumers to see on the 16, 17 and 18 of February in store. Consumers watching the live stream version of the show on Topshop.com will also be able to purchase make up used, music or pre-order items from the collection online.