Diesel launches flagship store with VR experience

Retail clothing company Diesel launched its new flagship store in London with a 5D multi-sensory virtual reality (VR) experience.

Diesel launches its new flagship store in London
Diesel launches its new flagship store in London

The launch, in collaboration with retail and shopping marketing agency Savvy, took place yesterday (27October).

Following on from the brand's 'Fur Me, Fur You' campaign, it featured a 5D, multisensory VR experience, using CGI and 3D binaural sound design to create a world full of furry characters. Guests were invited to ride on the back of their new furry friends, and fly through clouds, furry trees and cornfields.

The adventure took guests from catwalks to ski slopes, and also featured a VR trapeze experience. The event aimed to engage all five senses, with guests getting comfortable on subsonic transducer-driven furry monster seats, and donning customised haptic feedback vests to add a physical dimension to the sensory experience. To ensure the event was fully immersive, realistic windy weather and the scent of candy floss was used to bring the furry wonderland to life.

Stuart Anderson, creative director at Savvy, said: "Working with a forward thinking creative company like Diesel enabled us to really push the VR creative on this project and together we have created a thrilling ride into ‘Furland’ that heroes the Diesel characters and creates a genuinely immersive rollercoaster for the senses."

More: Apple host series of events to mark the reopening of its Regent Street store

French Connection fuses 'denim, drinks and music' for store event

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