Fashion is Electrifying the V-Commerce Scene

With the birth of Social Virtual Reality (VR) platforms, which allow thousands of people to socialise and interact within the same shared VR space, it seems the digital retail landscape will be changing once more.

Image of model wearing a VR headset
Topshop Featured a Virtual Reality Fashion Show in London.

Virtual Reality is Only Going Up.

The VR market is predicted to exceed $30 billion US Dollars by 2023, which is no surprise considering the investment big brands are making from around the world. Ranging from automotive to the travel industry, there has been no end with the creative uses for Virtual and Augmented technologies for enticing and engaging consumers. The fashion industry has already seen some of their largest players advancing ahead of their competitors through the use of VR.

High-end Fashion meets VR.

Large brands such as cosmetics group Charlotte Tilbury, launched their debut fragrance through an immersive experience within VR by using a film starring Kate Moss. Within the year since it’s release, it has reached fifty thousand views on Youtube. American fashion designer Tommy Hilfiger has also invested in in-store VR fashion shows to tempt consumers into stores rather than just shopping online.

Image of a model wearing a virtual Reality headset

We’re Giving Fashion an Upgrade.

We are taking this one step further by creating virtual retail spaces with elements of Social VR. Users will be able to watch live catwalk shows from the comfort of their own home with the ability to purchase any items they like instantly whilst watching the show.

Peter Dobson, CEO of Eventual has said, “It is a really exciting time for brands right now as they can fully connect with their consumer whilst portraying their brand personality to its full.”

Image of avatars shopping in a clothes shop
Online Shopping Has Never Been Easier Thanks to SocialVR!

What we Can Do.

Our bespoke platforms also offer some of the world’s first ever VR based retail jobs where a real life shop attendant, represented by an avatar, can help guide the consumer around the store displays and assist with purchasing. Fashion retailers can incorporate their brand style just like real world shops when designing their virtual platform. This also allows an easy way for brands to test out new branding or visual merchandising.

To keep up to date with our virtual adventures, follow us on Twitter or sign up to our newsletter.

Meet Ryan, our newest VR Developer.

Ryan is a long-time avid gamer, growing up on the likes of Guitar Hero and Metal Gear Solid. After a year touring with a band at age 18, he decided to return to higher education to study audio technology. However, he naturally gravitated towards games. Ryan began to focus on game sound design, but quickly realized how many skills were required to bring a game together. Over his audio technology degree he learned how to program and work in game engines like Unity.

After finishing his first degree, Ryan was fascinated by games and ‘future tech’, because of this he chose to begin a Masters in serious (educational) games and Virtual Reality at Glasgow School of Art’s School of Simulation and Visualisation. Here, Ryan developed brain-computer interfacing solutions. This technology allowed players to control games with their thoughts. In particular he focused on visualising meditation through games and Virtual Reality. Allowing players to relax and control virtual worlds in real-time, with the hope of highlighting mental illness and showing ways individuals can cope.

Ryan presented his findings at Glasgow Universities TEDx event, ‘One Step Further’ with his talk, ‘Thoughtful Technology’. With an interest in pushing his research further, Ryan started an early business idea. He began LUCID (Learning Using Computer Interface Design), from the encouragement surrounding the response to his talk. Ryan received endorsement from Enterprise Campus and reached the final 10 of the Converge Challenge Kickstart competition. While networking in the Glasgow tech scene, Ryan met Eventual and was excited when he was invited to join the team. Now Ryan does his best to apply his Virtual Reality and development skills to building Eventual platforms.

“Everyday is a new challenge and working in a startup is exactly where I want to be with my interest in tech ventures and enterprise. I’m happy to be a member of a great team and working doing a job that is a learning experience, a challenge and extremely rewarding in equal measure. I can’t imagine better people to share Shared VR with.” – Ryan Murdoch.


Follow Ryan on Twitter or connect with him on LinkedIn.

Immersive storytelling is the next step for brands


Virtual Reality is all about immersion. Throughout the years, digital communications have been going through a transition that has led to consumers wanting more immersive products.

First we had text, whereby the user would have to imagine the scene. Second came images which allowed us to view a scene however you are separate to the scene. Videos were the next step, by watching videos users were able to see and hear the scene but yet, are still separate to it. Finally, we now have virtual reality. This tech allows us to be fully immersed in the scene. Allowing us to see, hear and feel like part of the world.

Brands are leveraging this technology due to the strong emotions immersion can trigger. If then mixed with the marketing concept of storytelling, this is a new way that a brand can connect with their consumer.

Brands are already using this immersive technology

These emotional triggers can also bring behavioural change to the user. The New York Times turned to VR to help gain Generation Z readers with an immersive documentary series. By putting the readers in the documentaries, it allowed them to gain a better understanding of empathy around the situation.

The app was downloaded over half a million times with NYT distributing 1.2 million Google Cardboard sets. The documentaries were watched over 1.3 million times with an average engagement of 6 minutes per session. It went beyond the initial wow factor and unlocked levels of empathy and excitement no other medium could.

Below is a recent video that features on their app, allowing people to understand what is happening in Sudan by feeling like they are physically there.

Connect your consumers with Eventual

All Eventual worlds are massively multiplayer by default. This allows millions of people to meet and hangout in your own branded and customised virtual world. You can design your own world with our Virtual Artists and VR Developers or we can incorporate any 3D model into an environment for you.

Within your platform you can connect with your consumer through a variety of different ways within a world that fully represents your brand. Not only can you connect to just one user but you can have users connect from around the world all at once, which heightens the experience.

If you are interested in what Eventual can build for your brand, please feel free to get in touch today. Or keep up to date with us following our Twitter.

We ventured out of the office for VentureJam!

Venture Jam

VentureJam is a free and unique opportunity for the young people of Scotland, delivered by Young Scot and Glasgow City of Science and Innovation. VentureJam is the official youth strand of the national innovation summit, Venturefest Scotland.

The teams are made up of hipsters, hackers and hustlers. The hipster brings the creative design skills. The hacker brings the tech solutions. Then the hustler finds the right way to package it up and take it to the masses! It’s a great way for kids to learn that there’s more than one way to attack a problem and that there is no wrong or right answer when doing so.

The kids were split into teams and were given a challenge to create ways to help the citizens of Scotland reduce their energy consumption. Amy went along to lend her expertise as a ‘maker’ to the kids. We love getting involved in projects that help inspire STEAM (science, tech, engineering, art & design and maths) subjects and thinking.

The results

All eight teams came up with some amazing ideas. One idea was to genetically modify moss so it would glow in the dark and light the Glasgow’s streets. Another was a talking kettle that helped you reduce your waste with both water and energy!



All of the teams had amazing ideas and fantastic pitching skills. Three teams won the competition and they will get to pitch their ideas at VentureFest on the 20th of September. The overall winning team will meet Scotland’s top entrepreneur Chris Van der Kuyl in a 1-2-1 Q&A session and win £500 from Social investment Scotland to help develop their idea further. The kids also received a Raspberry Pi, keyboard and mouse for participating over the weekend (Amy was pretty jealous).

It is amazing to see such a fantastic STEAM based event for the youth of Glasgow. We are involved in a few more events like this for kids in the upcoming months so keep up to date with us on Twitter or sign up to our newsletter.


August VRAR Meetup powered by Eventual


With the success of our first ever VRAR meetup, we’re excited to announce we are hosting another one. Join us on Thursday the 31st of August at 18:30 in the stylish Clockwise offices for pizza, beer, talks and demos.

Last month we had two amazing speakers focusing on virtual and augmented reality. Dr Libby McGugan from io-reality spoke about how VR can benefit bed-bound patients to retrain their brains. Neill Ritchie from Aerial Digital focused on AR and the exciting app they are developing for Falkirk. Also, our Chief of Visualisation Stephen Walsh spoke about commercialisation opportunities within Virtual Reality.

We have more exciting speakers planned

Our next meetup is at the end of August and we will see two more exciting, industry leading speakers. Dr Paul Chapman will be representing the Glasgow School of Arts Simulation and Visualisation Department. He’ll be speaking about all the exciting things the School is up to at the moment. David Sime, our second speaker from Oncor is going to be featuring their latest, groundbreaking virtual models!


You can register your free ticket on Eventbrite now. Be sure to grab them before they run out! Don’t forget to give us a follow on Twitter to keep up to date with the latest event news.

Live inside out with iO-Reality


Dr. Libby McGugan is just one of our clients with a very exciting project under development. Libby has spent her past years within the medical sector and has been inspired by patients who have retrained their brains. Now, Libby is focusing on helping us all ‘Live Inside Out’ through her real world and virtual world seminars, talks and workshops.

We managed to grab a few minutes with Libby to discuss her virtual journey and the future of iO-reality.

What has your journey consisted of that led you to having your own virtual space?

“I didn’t plan to have my own virtual space – the opportunity just unfolded naturally. I had moved from my job as an emergency medicine consultant to learn more about how people were managing to thrive against the odds in the face of health challenges that most of us would consider unthinkable. Despite the evidence and what medical history tells us, they were breaking down barriers that far exceeded expectations and were too precise to be down to chance. I began learning from them about their approaches and linking it to recent research in neuroscience and new understanding in psychology. As I see it, it all points to one thing – a basic understanding of the human system – how the mind and body work. I began to give talks around it and the feedback I got from people about their own experiences made it clear that this understanding has the potential to help a lot of other people. It also seemed like a good idea to find a way to embed this information into technology to make it more widely available, so I had thought about creating a digital game around it. Through the TEDx community, I met Martin McDonnell from the VR company, Soluis. He helped me see just how awesome VR is and the potential it offers to take the idea to another level – my first experience of flying over Iceland was the clincher! Looking into how it transforms people’s experience in burns management and brightens up people’s day when they’re living with dementia, it became clear how much VR can be used to help people feel better – which to me is the whole point of medicine” 

What is your favourite benefit of virtual reality?

“There are so many, it’s hard to choose… mostly it’s just fun! It’s completely immersive and helps us get out of our own heads when we’re feeling overwhelmed, in pain, needing to feel better, or just feel like a thrill. The potential to transform someone’s experience, even for a while, is immense and makes a real difference to people. For me I see it as a tool to enhance our own experience, not to replace real life. It also opens the door wide open for education – powerpoints are great but to fully immerse in an environment that normally we could never reach (like the human body) takes experiential learning to the next level.”

Do you know anyone who has experienced these benefits of VR?

“A while back, I sent a pair of google cardboard to a friend, Paralympic skier Jo Willoughby, while she was in hospital facing a pretty tough time, and suggested she try google expeditions. When I recently asked her about her experience this is what she wrote:

‘VR entered my life during a period when my body was experiencing sepsis. My mind, body and spirit were being attacked on all sides by infection, negative medical expectations and fear. High temperatures and rigors made any form of escape impossible. Physical escape was indeed impossible at that moment, as I was bound to my bed by my body and numerous drips and Hickman lines.

Mental, spiritual and emotion escape was not impossible. That escape came with VR. I had previously been a para-Alpine ski racer; a generally outdoors person. The introduction to VR with the right app gave me access to the world. Suddenly I could escape my restricted reality and enter a realm that set me free. My body’s capabilities or incapabilities did not matter or count. I could hike a mountain, ski a slope, be in a forest and simply live. For me, as a disabled person suffering medical crisis, VR was and remains invaluable in my recovery as it allows me to go where I want to go and be the person I am, despite physical restrictions.’

So my favourite benefit of VR is transforming someone’s experience for the better.”

virtual io-reality

Where does iO-reality plan to go in the future?

“The aim of iO-reality is to help people understand the system behind the human mind and body – to make sense of their experience, feel more in control and live their potential. There are two branches to io-reality:

The Virtual branch once fully developed will offer immersive events, guided experiences, inspiring stories, gaming and virtual physio. Where better to understand the human system than from inside the mind and body itself? It all happens in an amazing island setting where people can attend events together and socialise, or have some solo time, tranquillity and focus on their own. The first event – The Awesome Human – takes people inside the mind, brain and body to begin to understand the human experience from the inside out. It takes place over successive days so people have space and time to absorb the talks, try the other experiences on the island and live real life (it’s not intended to have people be in there all day!)

Future events will include guest speakers and innovators in the field to share their expertise.

We’ll also be running virtual workshops for private teams and groups on the subject of understanding the human system and how to work with it to get the best from their experience. Once fully developed, the virtual physio wing is aimed to help people in rehab, particularly around spinal injury, so I’m looking for funding for that. (Anyone reading this who can help… it would be gratefully received!)

And of course, the work will continue in the real world with ongoing talks and events, such as Inside-Out Evolution personal events and Wellbeing for Business Leaders courses. I work in collaboration with other teams who have expertise in psychology and behaviouralism, music and leadership to offer immersive courses. One of the collaborations is with Horseback UK where you can experience the concepts in action through horsemanship, which has a profound effect on people.”

Want to get in touch?

You can contact Libby at [email protected]. Alternatively you can visit her website or tweet her for more details.


Why companies need to start investing in Virtual Reality

Forward thinking companies have already begun to see the opportunities in virtual reality. From the immersiveness of branding, to interactive ads, to ticketed events or product launches, yet for many it still isn’t on their radar. This is a mistake. Currently there are over 18 million users of VR worldwide, however the growth in headsets is exponential. According to research firm Tractica, more than 200 million consumer virtual reality head-mounted displays (HMDs) will be sold worldwide by 2020. By 2019 2 billion smartphones will be VR enabled. Virtual Reality as of now hasn’t penetrated the public consciousness however with Steven Spielberg’s recently announced ready player one movie releasing in 2018, this will change rapidly.

Many companies, traditional media being a prime example, were caught on the backfoot with regards to the rise of the internet. Many of these organisations have never truly recovered.  This was understandable as the seismic shift in society that the internet caused had never been experienced before. Now though, this seismic shift sets the precedent for emerging technologies.

Many companies are anticipating this seismic shift. Already in our small organisation we have been approached from marketing companies wanting to be able to offer clients a virtual reality component to their next campaigns.  As it’s so unusual just now, this is a story in itself. Although in the next 12 months this should be expected to be the norm as the the user base continues to rise. Innovative content is developed and companies take advantage of this new way to interact with consumers.

Whether its with product placement, immersive 360° video, or eye tracking of 2D adverts in virtual reality environments it doesn’t take a lot of foresight to make sure you are  in the mix as this new marketplace takes hold!

Get in touch now to discuss the possibilities for your company. Follow us on Twitter to find out the latest VR news. Or sign up to our newsletter.

Fashion & Virtual Reality – trend or fad?

Fashion VR

Fashion has already seen an uptake of Virtual and Augmented Reality, however something is missing.  

The Fashion industry has a long history of using technology to disrupt the norms and excite consumers. With experts saying that tech will turn the fashion industry inside out. The most obvious and successful collaboration of tech and fashion has been wearable tech. Consumers are already fully invested however there was a time when they once weren’t. People didn’t believe that wearable computers would ever catch on as ‘fashion’ but yet, behold the Apple watch, fit bits and smart textiles. These are just some of the most popular fashion based products worldwide.

Virtual and Augmented Reality have mostly been used for design purpose but it’s now slowly turning into a new tool to excite the consumer. One use, is by large brands using the technologies to create immersive experiences that take consumers on a brand journey.

Virtual Reality is already on the highstreet.

Several years ago, Converse introduced their ‘Sampler’ AR App. Allowing consumers to virtually try out a converse trainer on their right foot. This particular app also supported purchases. This way, the consumer could have the full retail experience of shopping, trying on shoes, and making a purchase all through the power of AR.


Fashion AR App Converse


Earlier this year, Topshop introduced a Virtual Reality experience within their London Flagship store to mark the start of Summer. It consisted of a person sitting in a rubber ring, in a slide with a VR headset on. They went on a journey through London on a water slide. Topshop pumped the scent of sunscreen throughout the store, tickling other senses outwith the headset.

Fashion VR Topshop

Even though Topshop launched this VR experience just a few months ago, VR/AR tech has advanced yet again. As a result of tech advancements, this means something is already missing from Topshops Summer experience. The consumer, pictured above, is experiencing this immersive journey alone. Thus, creating a lonely adventure.  

With the work that Eventual does, this doesn’t need to happen any more. The most memorable experiences in life are the ones that are shared with friends and family. This is why we focus on Shared VR.

Shared experiences are more intense

Shared VR allows brands to really connect with their consumers and their friends. Social media has worked well for brands because it’s not just a two way conversion, it’s a three way conversion. Involving friends and families of the targeted consumer has a greater impact due to the shared experience. This is what we focus on within our virtual spaces.

Psychological studies have shown that sharing experiences, even if that person is a stranger, makes people rate those experiences more intensely compared to those who underwent experiences alone. In that experiment, students reported liking a square of 70% dark chocolate more when they ate it at the same time as another study participant. They said the chocolate was more “flavorful” than those who ate it alone.

By creating shared virtual experiences, we feel it will help brands better connect with their consumers. If you want to find out about how you start building your own virtual world, please feel free to get in touch with us.

Follow our virtual adventures on Twitter or sign up to our newsletter.

It’s time to introduce you to evne.


Several months ago in an office based in the South of Glasgow, Evne and Eventual crossed paths. There were sparks from the beginning and thankfully, they weren’t from the headset.

Christina, one of the three brains behind Evne, ventured over to our desk and picked up the HTC Vive. Transported to another world, Christina was instantly immersed. Little did we know, this was the beginning of the Evne and Eventual collaboration.

But wait, who is evne?

Christina and Melissa studied Biomedical Sciences at the University of Aberdeen. During their studies, they both discovered that a career in the lab would not necessarily suit them. They had natural strengths within other areas. Christina found she was a natural at networking. Melissa discovered that project management suited her better – with people rather than cells though.

To solve this, they decided to channel their strengths into a side-project. This saw the beginnings of the student-led conference, LEVEL-UP! After graduating, they joined forces with their friend Giancarlo. He is currently studying at Bournemouth University and together they have set up their company, “evne”.

Christina, Melissa and Giancarlo pride themselves in helping students develop their personal and professional skills. And now, they’ve added a virtual twist.

public speaking

It all starts with a virtual brick.

With great feedback from their real-world events, the Evne team are excited to incorporate experience based learning into their programme through the use of virtual reality.

The past few weeks have seen the beginnings of Evne’s virtual world. We’ve had a great time designing their environment and it’s fair to say, Evne’s energy is definitely infectious! Also, their imagination knows no bounds – which makes our job so much more fun!

The next stage on our journey together is the most exciting part! With Evne’s virtual blueprints finalised, building is now officially underway for their virtual world.

Stay up to date with the progress on Evne’s virtual world by checking back here. Or you can follow us on Twitter. Don’t forget to check out Evne’s website for upcoming real-world events!

L-R, Christina, Dave, Stephen, Peter & Melissa

EDGE 10 was a success all round!

Well done to all the Young Edge, Wildcards and EDGE winners on Thursday! We had a great day listening to all of the interesting pitches and meeting you all at our exhibit.

With a whopping £1.24 million awarded to some of Scotland’s most promising start-ups, it was definitely an emotional day! We’d also like to give a special congratulations to our fellow Entrepreneurial Spark friends. They certainly made an impact on Thursday!

The judging panel alone was very impressive. Consisting of Brewdog’s Co-Founder James Watt and the Chairman of ASOS, Brian McBride. However, we can’t forget the amazing Jennifer Nicol, Lynn Candenhead and Michael Crow who completed the panel. Also, the impressive hosting skills by Mel Sherwood were certainly too good not to mention.


We even managed to get up on the EDGE stage!

With a company made up of three EDGE winners, it was pretty hard to keep these guys off of the EDGE stage…

We thoroughly enjoyed sharing exactly what Eventual does – Shared VR. Getting the message out about Shared VR and Social VR is one of our main priorities over the next few months. We believe VR is the next step in communication tools and we want that technology to be accessible to everyone.

We were joined on stage by Simon, pictured above, who was an eager-eyed audience member. You could say he popped his VR-cherry with us…


Until next time EDGE! 

Find us on Twitter at @EventualVR for more updates