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MYTHERESA and MONCLER have gotten extra creative in a bid to create momentum around Italian brand's men's and women's wear new season collections.

Instead of simply dropping the product on MYTHERESA'S ''new in'' section, the retailer has worked with MONCLER on a 360-degree virtual pop-up shopping experience that takes customers on a virtual tour of Austria's Timmelsjoch Museum. 


Virtual visitors can see inside the museum – a giant metal structure built on North Tirolern ground – and discover the new MONCLER collection, which is hanging – virtually – inside. 

There are an array of features, from videos of the museum's unique alpine location to information about individual products from the new winter collection, which can be purchased directly from the online museum-cum-store. 

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