The luxury Coach store at the King of Prussia mall recently offered its customers the chance to get transported to the front seat of the New York Fashion Week, writes Suzette Parmley for Philly.com.

The five-minute Coach Virtual Reality tour from February 23 to March 6, gave customers the chance to sample the biggest fashion event in 3D splendor, in a ‘seat’ right next to Vogue editor Anna Wintour.

“This is really neat,” enthused Matthew Rosenberger, the store’s long-time customer who is pictured above. “It looks so real.”

This intersection of fashion and technology is a direct response to growing dominance of e-commerce. The new technology allows brick-and-mortar retailers to focus on “experiential retailing,” that lets them add a component that can attract more customers away from online competitors.

Coach was the only store at King of Prussia to offer the VR tour. The project is part of an exclusive partnership that involves mall owner Simon Group, Coach, talent management firm IMG, as well as Facebook.

“We are creating cutting-edge content that will elevate the shopping experience at Simon malls,” said Chidi Achara, Simon’s global creative director.

Read more about the 3D tour at Philly.com by clicking here.