Melbourne Central Unveils Birthday Virtual Reality Experience

By Julian Thumm | 31 Aug 2016

Melbourne Central has unveiled a virtual reality experience celebrating the history of the Coops Shot Tower as part of its 25th birthday festivities.

Melbourne Central is celebrating its 25th birthday with an immersive virtual reality experience showcasing the history of the famous Coops Shot Tower.

Preserved in Melbourne Central’s iconic 20-storey high glass cone, the Coops Shot Tower is the largest of its kind in the world and has been one of Melbourne’s most recognisable landmarks since it was built in 1889.

The three-minute Melbourne Central Virtual Reality Experience will see visitors transported back in time via a HTC Vive headset. Users can physically walk around a 3×3 metre floorspace, actively interacting with the virtual shot tower environment with a wireless, handheld controller and getting the opportunity to make lead shot pellets like workers did back in the 19th century.


Leigh Dunn, Regional General Manager of Melbourne Central, said the virtual reality installation will be a key attraction for visitors during the Rewind ’91 birthday festivities hosted throughout September, and exemplifies the centre’s commitment to providing an engaging retail environment.

“The future of retail lies in experimenting with and constantly innovating the customer journey and we are proud to celebrate Melbourne Central’s birthday by launching Australia’s newest immersive historical virtual reality experience,” said Dunn.

“We want our growing number of visitors to recognise Melbourne Central as the CBD shopping precinct where fashion, food, entertainment, culture, history, art and technology constantly converge to create unique and exciting cultural experiences.”

Virtual reality company Liminal 360 has collaborated with Melbourne Central to bring this unique historical experience to life.

During the experience, users will listen to an audio narration incorporating the expert knowledge and voice of local historian and author Dale Campisi as they are shown a mix of images and illustrations of the shot tower and Melbourne Central before transitioning into the first-person experience to get hands-on.

The Rewind ’91 birthday festivities will run from the 1st to the 30th of September.


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