When it comes to revolutionizing the retail and Fashion Week experience, London is way ahead. After Topshop live streaming the Topshop Unique fashion show in their Oxford Circus flagship store and letting customers shop trends as they emerge via a cooperation with Twitter (see previous coverage here), now UK brand Hunter launched its digitallly innovative concept for London Fashion Week.

In collaboration with Oceans, the UK specialist out-of-home advertising company, Hunter will stream tonight's fall/winter 2015 Hunter Original show across the UK on nine digital screens from Ocean’s national network, The Grid.

The digital screens will be located within high-traffic retail environments in London, Manchester, Birmingham, Leeds, Liverpool and Glasgow. Hunter will take over the WiFi landing page of all WiFi enabled screens, to drive the consumers to Hunter’s mobile e-commerce site. Additionally, Hunter, just like Topshop, makes use of social media and will stream the show globally on its Facebook, Twitter and at hunterboots.com.

In the following days after the show, Hunter will also take over Ocean’s UK outdoor sites to present key looks from their fall/winter 2015 show, as well as Hunter Originals, such as the Original Poncho, Parka and Boot, which customers will be able to shop immediately.