THG Studios says it’s set a “global benchmark” for interactive brand experiences, with its Runway To the Future.
The World’s first AI-Driven, Immersive Shoppable Catwalk was headlined by Topshop and presented in collaboration with PayPay and tech partner, Google Cloud.
The feat was confirmed by the WRCA (World Record Certification Agency).
“This event was our ‘runway to the future’, and its success has validated our vision for the next era of commerce,” explained Hannah Pym, Chief Brand and Marketing Officer, THG Ingenuity.
“We proved that when you fuse creativity with technology, you can create powerful, personal, and commercial experiences that build deep, meaningful connections. The results speak for themselves; we have not only celebrated the revival of a brand like Topshop but have provided tangible proof for how to thrive in an era where content is the new storefront. This is a new operating model for brand experience, designed and delivered right here in Manchester.”
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The production at THG Studios in Manchester was attended by “top-tier creators,” marketing and technology industry leaders and cultural figures, who used a bespoke event app, Front Row AI, built by THG Ingenuity, to interact with the show, try on virtual outfits and purchase looks directly from the runway in real-time.
THG explained that it showcased “a seamless collaboration between human ingenuity and AI, with AI integrated at every stage.” The creative from visual language to digital environments, was developed using AI-assisted generative workflows.
During the event, an AI Host guided guests alongside Digital Content Creator and Entrepreneur, Patricia Bright, while interactive AI Stylists, powered by Noonah, featuring Google Cloud technology, offered a virtual try-on experience.
The runway itself featured a blend of human models and AI-generated virtual avatars.
“Last night’s show marked a defining moment for Topshop. Bringing an AI-powered, fully shoppable runway to life in Manchester, proved what’s possible when fashion embraces technology with ambition. The response from guests has been incredible, and we’re proud to be setting a new standard for immersive retail experiences,” said Moses Rashid, Global Marketing Director, Topshop & Topman.
The show’s finale was designed and presented by students from the University of Salford and Manchester Metropolitan University.
