Alibaba has partnered with Valentino to create an virtual 3D store that can be browsed by visitors to Alibaba’s Tmall Luxury Pavillion.
The store will be mirrored in real life by a pop-up in Beijing’s fashionable Sanlitun district, as the two brands look to integrate the online and offline shopping experience.
Tmall Luxury Pavillion is aimed at showcasing the products of luxury brands, with the virtual store promoting Valentino’s Garavani Candystud range.
Jessica Liu, president of Tmall said: “Valentino’s simultaneous running of a physical Candystud Factory pop-up store in Beijing and online with a Pavilion Tmall Space is a perfect illustration of how luxury brands can leverage Alibaba to engage their consumers and take advantage of the New Retail opportunity.”
The virtual store opens its doors on Thursday whereas its real life counterpart opens on Friday, coinciding with New York Fashion Week.
Alibaba is looking to engage with more brands in this way as it looks to challenge it’s main rival JD.com.