What: The retailer is launching the new season Moncler collection with a virtual pop-up set inside the Timmelsjoch Museum in the Austrian alps.

Why it is important: Instead of simply dropping the product on Mytheresa’s “new in” section, the retailer and Moncler have gotten extra creative with a 360-degree virtual pop-up shopping experience that takes customers on a virtual tour of Austria’s Timmelsjoch Museum.

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.

The range includes two exclusive products, the Cuvellier jacket and Cotonniere coat, building on an ongoing partnership between the two partners. Mytheresa’s focus is on timeless pieces and major brand names. Its new lifestyle categories, such as ski, have been part of its success recipe in the last year.

Mytheresa debuts virtual pop-up with Moncler