Discover a first-of-its-kind immersive shopping experience to celebrate Pokémon's 25th anniversary

Over the last year we’ve been shopping online more than ever, which has been fantastic for convenience, but has often made us miss the experience of walking through a physical store and seeing products in 360°.

Due to new technologies, your digital shopping experience could be about to become 'smart', through a first-of-it’s kind immersive experience that you can explore from the comfort of your own home.

To celebrate the 25th anniversary of Pokémon, iconic London store, Selfridges, has partnered with London-based designer and Forbes listed 30 under 30, Charli Cohen, to launch the innovative Electric/City: An innovative and unique virtual store that is an entirely new way of shopping.

In partnership with Yahoo Ryot Lab, the award-winning immersive storytelling production house from Yahoo, the virtual shop transports you to a digital environment unlike any other that can only be accessed on mobile and desktop at ElectricCity.co from 1 October 2021.

The digital environment allows fans to discover the Charli Cohen collections through an immersive, 360 degree video experience, delving into a “cyberpunk” take on fashion capitals around the world, decorated with neon signs inspired by the iconic Pokémon, Pikachu.

Hotspots within the virtual world allow fans to purchase items from the Charli Cohen x Pokémon physical collection, sold exclusively at Selfridges, which will be delivered straight to their home.

Buying an item from the physical collection will also unlock an exclusive snap lens for Snapchat, which is attached to every garment so that fans can celebrate the 25th anniversary.

However, that’s not all.

There is also a limited run of four exclusive Charli Cohen digital garments up for grabs.

What do you do with a digital outfit, you ask?

The digital garments will be redeemed into an account secured web-based digital wallet, provided by BlockV, which enables the owner to wear via a body-tracking AR Snapchat lens or a customisable digital AR avatar that can be used across more than 300 other virtual platforms.

Cohen says of the new shopping experience: “Our digital identity has become as important as our physical one as the line between the two continues to blur. With this first of its kind digital store we can give customers the ability to choose whether they want a physical or digital Charli Cohen garment and if digital, what platforms they want to take it into - giving the digital clothing true utility and not just bragging rights.”

As part of the launch, you will also be able to explore the Electric/City world through an in-store experience at Selfridges.

From 1–3 October you can register for a digital wallet at Selfridges and go on a treasure hunt around the store for spots to scan to be in with the chance of winning physical prizes or one of the Charli Cohen digital collectables.

Watch: 25 years on, trading Pokemon cards no longer child's play