WESC, MP3s and poetry installed at Oasis AW10 showcase

UK retailer Oasis's autumn/winter 2010 preview featured recorded poetry readings playing on D-Jix MP3 players attached to cascading white, floor-to-ceiling ribbon columns as focal points among the more expected LBDs (which Oasis does so well), elegant mannequins and glass-topped display cabinets.

Using chic, white WESC headphones, guests could catch specially-commisioned stanzas by poets Susanna Cole, Laura Dockrill and Sophie (sister of Gemma) Ward, who had been invited to respond to the high street retailer's new collection.

With a nod to the more traditionally-minded among us, we were able to take away calling cards, printed with the poet's biog and poem, attached to the ribbons with bulldog clips - this season's fashpack accessory.

The showroom also featured a filmed 'digital lookbook' playing on a flatscreen.

Oasis has been thinking beyond the immediate sphere of fashion for some time now, notably with its sponsorship of the biennial Fashion in Film Festival in 2007, and it was interesting to see it exploring audience engagement in this way, even if it wasn't ahead of the curve in terms of technology.

Communications for the high street brand are managed by an in-house team. An aesthectically-compelling Oasis blog and active Twitter account both offer its audience competitions and special discounts. the team also produces a print customer magazine.