At Aupark, we bridged the gap between traditional fashion and the digital future.

For over 23 years, Aupark Bratislava has been at the forefront of delivering the latest fashion and beauty trends to its visitors, solidifying its status as one of the longest-standing shopping centres. Yet, maintaining this leading position in a competitive landscape filled with numerous business centres presents a significant challenge. Hence, we resolved to captivate customers with a fresh and innovative experience that merged the concept of traditional fashion with the digital future.

The essence of digital fashion lies in its spirit of experimentation, creativity, and playfulness. And it is only a matter of time when we will incorporate items into our virtual wardrobes that we might hesitate to wear in physical reality. Nonetheless, it’s worth acknowledging that this trend has the potential to move the world of fashion one step closer to sustainability.

By uniting local leaders in fashion and technology, we pioneered an entirely novel virtual fashion encounter, unparalleled in the realm of Slovak retail. Employing the slogan “Give your wardrobe a new dimension” for communication, we utilized a powerful metaphor to merge traditional Aupark shopping with the digital world of fashion.

Through an exclusive VIP event, we extended a special holographic invitation to media and influencers, granting them the opportunity to explore a curated collection of virtual attire designed by Katarína Mydliarová exclusively for Aupark. Following the event, the collection was accessible to the public within Aupark Bratislava through virtual changing booths equipped with AR mirrors. Using advanced technologies, visitors could capture photos and videos in the virtual outfits, with the option to share the content across social media platforms. An integral part of the first ever virtual fashion concept in the field of retail in Slovakia was the virtual x-fluencer Aura, which represents a new and innovative approach in communication.

What have we accomplished?

Following its debut, the virtual fashion collection exclusively designed for Aupark resonated immediately across various social media platforms and in the press.

• Generating a total of 280 interactions,
• Reaching 4,620,300 individuals,
• Surpassing media coverage valued at over 85,000 euros,
• With 251 posts shared on social media platforms, reaching 2,708,213 users. This engagement effectively encouraged our target audience to visit the shopping centre in person, potentially leading to anticipated conversions.

We extend our gratitude to our esteemed partners

Katarína Mydliarová, for her exceptional design work on personalised virtual models.
Studio XBROS, for their contribution in crafting the virtual influencer, Aura, facilitating AR mirror mediation, and providing their expertise in this domain.
Marcel Osťo Osztas and his team, for producing the event and managing the virtual changing booths.

Awards

• IN2 SABRE Award, EMEA
• Shorlitst EMEA SABRE, category: Marketing to Youth