For the holidays this year, British multinational retailer Marks and Spencer teamed up with housing and homelessness charity Shelter to create an immersive Christmas pop-up.
Under the protection of a red shelter-shaped installation at Waterloo, passersby have the chance to participate in a virtual reality experience that provides a look into three very different Christmas experiences. The first two VR experiences feature real houses and real people talking about how they plan to spend the holidays, while the third depicts a homeless family barely being fit into a hostel. By helping to put people in the shoes of another, the campaign raises awareness about homelessness and the simple joys of having a place to call home.
In partnership with Shelter, Marks and Spencer also made a Christmas collection, where 5% of each sale goes to the charity.