The Zap It, Unzip It! show, which launched on 28 March, is the first show of its kind to be created by a UK shopping centre and will feature brands such as Warehouse, H&M, River Island and Next.

By scanning one of four unique Zap codes that have been placed in various locations around Brighton, including online, shoppers will be able to see one of four “trend-focussed” fashion shows on their smart phones.

Created by augmented reality platform Zappar, the team behind One Direction’s 1D campaign, consumers need to download the free Zappar app to scan the codes.

Tina Dallorzo, centre director at Churchill Square said: “We were looking for an innovative and fresh idea that would create a buzz about Churchill Square’s new spring summer 2014 collections and so the idea for the Zap It, Unzip It! fashion show was perfect.

“It’s the first time a shopping centre has done a fashion show like this and we are very pleased that Brighton’s Churchill Square is leading the way.”

The campaign, which will run for one month, is aimed at drawing consumers to shop in-store rather than online.