The streets and stores of the West End of London are to be replicated in the world’s first virtual shopping district, enabling consumers to browse in the comfort of their own homes.

John Lewis, Marks & Spencer and Liberty are among the retailers that have signed up to NearLondon, an interactive project that it is claimed will transform online shopping.

Oxford, Regent and Bond streets, as well as Leicester Square and some of the back streets of the West End, will be simulated in 3D online. Internet shoppers will be able to wander down streets, click into stores and browse the items for sale.

The virtual world will be as realistic as possible, with even weather conditions reproduced in real time. Buses will drive through the shopping strip, while news stands will reflect breaking stories. Content from films being screened at cinemas in Leicester Square will be streamed on billboards.

However, shoppers will be spared the more unwelcome aspects of a real-life visit to the West End, such as gridlocked traffic, litter and beggars, not to mention chuggers (“charity muggers”), the street fundraisers who seek direct-debit donations for good causes.

Alex Wrottesley, the project’s creator, said that it was the first time a city had been recreated via a website. He added that social networking would be critical to its success, and that a link with Facebook would allow users of the site to meet friends and go shopping together.

“It enables shoppers to discover products online in the same way as they’d explore the real city,” Mr Wrottesley said. “It’s an interface with the city; it helps you get the most out of London.”

NearLondon will be launched in November, in time for the Christmas shopping period. When the West End Christmas lights are turned on, they will also appear on the site.

The retail industry says that the project will change the way consumers shop online, since it allows them to browse an entire high street, rather than having to go to individual sites.

Jace Tyrrell, of New West End Company, which represents retailers in the area, said that NearLondon would also give international shoppers better access to flagship stores: “This will complement the on-street offer and maximise profits for retailers online.”

A spokesman for Marks & Spencer said: “Smart retailers know that maximising both their online and store offerings helps to drive business and increases footfall.

“NearLondon will enable our customers here in the UK and internationally to take a virtual tour of our offer before they visit.”

Mr Wrottesley plans to expand the programme next year to include Covent Garden and the West End theatre district. He will also seek a tie-up with Transport for London to create virtual bus routes and timetables.

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