Online shopping is about to get a lot more intuitive and immersive–and we have a former Vogue staffer to thank.
, and Maje alongside handbags by Chanel and Louis Vuitton as fish swim by in the aquarium that surrounds the shopping space. “It’s a whole different way of looking at the e-commerce interface—intuitive.”
It beats a thumbnail grid, sure, but the implications for the future of shopping—and fashion—are profound. When 5G launches, says Singh, “the [Obsess] experience will become even more interactive, more photorealistic, and faster to load.” Eventually, too, the site will be dynamically merchandised, meaning that it will learn your preferences, and the items that you see will be targeted to your tastes. And that’s just for starters.
For the time being, Singh says she’ll judge Obsess a success “when we get users engaged with the new format—if they love discovering products in this way and they have fun while shopping here. Our mission is to make shopping fun again.”
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