Inside the World’s First AI-Powered Shoppable Runway

THG Studios' announcement of the world's first AI-driven immersive, shoppable catwalk represents a pivotal moment in the evolution of commerce technology. It demonstrates how digital innovation and physical infrastructure must work in tandem to meet modern consumer expectations.

The event, scheduled for 26 February, 2026, brings together industry leaders including Evri, Geekplus, Zencargo and THG Fulfil, showcasing how technology platforms can transform traditional retail experiences.

Research from Deloitte shows that 79% of companies with high-performing supply chains achieve revenue growth significantly above their industry average. This event provides a practical demonstration of how technology integration across the entire customer journey unlocks that potential.

By embedding logistics providers directly into the runway narrative, the initiative highlights the increasingly blurred lines between creative expression and operational execution.

Hannah Pym, Chief Brand and Marketing Officer at THG Ingenuity, explains: "Having industry leaders like Evri, Geekplus, Zencargo and our own THG Fulfil join us is a significant endorsement of our vision for the future of commerce. This event is about more than a shoppable runway; it's a forum for the future, and that future depends on a flawless end-to-end customer journey."

Bridging inspiration and fulfilment

The concept addresses one of retail's most persistent challenges: reducing the gap between consumer desire and product delivery. According to PwC research, 41% of consumers are willing to pay a premium for same-day delivery, indicating that speed has become a competitive differentiator rather than merely a convenience factor.

This shift places significant demands on warehouse infrastructure and automation capabilities.

Simon Houghton, Director of Sales for Northern Europe at Geekplus EMEA, says: "For retailers, particularly in the fashion sector, automation is increasingly critical to safeguarding speed, accuracy and cost efficiency amid more volatile demand.

"This event provides a compelling opportunity to see these capabilities in action, as Geekplus robots operate within the show environment alongside top models.

"Our participation in this event highlights both the real-world impact of our robotics and the continued momentum of our partnership with THG Fulfil, where our solutions are already driving automation across high-volume fulfilment."

Data intelligence meets operational execution

While automation can address speed requirements, market volatility demands sophisticated data intelligence.

KPMG's 2024 Supply Chain Visibility Report notes that visibility remains a critical pain point, with only 43% of organisations currently maintaining full line-of-sight into their Tier 1 suppliers. Without real-time data, even the most sophisticated retail experiences risk failure due to inventory gaps or logistics delays.

"Retail is changing fast, defined by speed, volatility and rising customer expectations," says Richard Fattal, Co-Founder and CEO of Zencargo.

"At Zencargo, we help retailers stay in control of their supply chains, combining global freight forwarding expertise with AI to turn fragmented logistics data into real-time intelligence from origin to delivery."

By supporting this event, Zencargo demonstrates that customer experience engineering begins long before the point of sale.

As Richard adds: "We're excited to support an event that brings 'runway to reality' to life and highlights the importance of supply chain visibility in delivering a great customer experience."

Delivery as brand touchpoint

Perhaps the most significant insight for business leaders is the repositioning of final-mile delivery as a critical brand interaction rather than a purely operational function.

David Saenz, Chief Commercial Officer at Evri Group, says: "We're delighted to partner with THG Studios to support this futuristic moment. Innovation in ecommerce doesn't stop on the catwalk, and a great customer journey doesn't end at the checkout."

For executives overseeing customer experience strategies, the implication is profound: the post-purchase phase has become inseparable from brand perception.

"The 'final mile' delivery plays a crucial role in brand experience and Evri is a leader in innovations that make the final mile faster, smarter and more convenient for consumers," David continues. 

The collaboration validates  a vision of the autonomous supply chain in which systems capable of responding to AI-driven demand fluctuations in real time.

By uniting technology providers, logistics specialists and creative platforms, the event suggests that competitive advantage in 2026 depends less on individual capabilities and more on the sophistication of integrated ecosystems that seamlessly connect digital inspiration with physical delivery.