Sybarite, xydrobe at Harrods. Photos by Sandra Ciampone.
Luxury brands and retailers put on a show with VR.
A new multisensory VR cinema experience has launched, promising luxury brands and retailers an innovative way to deepen consumer engagement through immersive and spectacular storytelling.
xydrobe at Harrods is a multi-person VR experience for luxury retail, drawing shoppers inside the creative world of a brand via multisensory storytelling. This approach allows audiences to discover the essence of a brand up close, in an innovative and immersive way. Throughout the summer, Harrods will host a curated program of mini films in partnership with luxury brands, inviting shoppers to explore different brand narratives.
Powered by xydrobe, a pioneer of immersive virtual reality experiences in luxury retail, the cinema represents an evolution of xydrobe’s original ‘pod’ format launched in 2023 – large, evocative, private spheres entered solo. To scale up for larger retail spaces, xydrobe enlisted the expertise of the architectural studio Sybarite, renowned for its work with the luxury SKP malls in China.
At Harrods, Sybarite has crafted a twenty-seat cinema space with a dedicated 50 square meter lounge cum gallery for physical exhibits. Visitors leave the in-store hustle behind, entering a dark “cocooning tunnel” leading to the cinema itself, which is designed to offer “solace, reflection and relaxation, comfort and disconnect,” according to Simon Mitchell, co-founder of Sybarite.
Inside, the venue is equipped with the latest in 4D immersive technology, from high-spec Varjo VR tethered headsets to immersive surround sound, scent and in-seat tactile sensations that allude to wind and temperature.
For the inaugural brand experience, Harrods has partnered with Swiss watchmaker Maison Vacheron Constantin to offer ‘The Exceptional Voyage.’ The ten-minute VR film, created by xydrobe, casts visitors as the protagonist on a surreal and dreamlike quest that blurs reality and fantasy, visiting real-life locations (such as the Harrods safety-deposit room, or Vacheron Constantin’s sleek Lake Geneva headquarters) before transporting them to imaginary places, from red lunar deserts to far-flung galaxies.
Stills from The Extraordinary Journey, Vacheron Constantin & Harrods, xydrobe at Harrods.
For Vacheron Constantin, the first brand to partner with Harrods in the new experience, the aim is to welcome to the uninitiated via a memorable experience and leverage an innovative platform to deliver a refreshed brand narrative. “For anyone who doesn’t know us yet,” stated a brand representative “we hope this could be the beginning of their journey into the world of Vacheron Constantin.”
The collaboration emerged from xydrobe and Sybarite’s shared ambition to deliver “experience per square meter,” going beyond transaction to make shopping a journey of discovery and emotion Mitchell explains that the partners believe in “the importance of transportation, discovery and the sense of ‘otherworldliness’ to deliver true escapism in retail” adding that “being able to communicate this experience to a wider audience in an exclusive and personalised architectural space was the natural collaborative aim”.
Experiences also attract younger audiences, by offering opportunities for connection and community. Enhancing the social aspects of the experience was key to reaching younger cohorts who tend to socialize in groups, says Mitchell. Brands like Vacheron Constantin are motivated by the chance to reach new generations. “We hope this will spark the curiosity of younger generations into discovering the world of timepieces, and timeless innovation,” the brand tells VML Intelligence.
Technology is fundamental to the experience, but as facilitator rather than focal point. As xydrobe’s CEO, Nell Lloyd-Malcolm explains, simplicity and ease are key priorities. “The biggest problem solving is the vicissitudes of VR, and making sure the experience is smooth and seamless,” says Lloyd-Malcolm. Ensuring that it is “as smooth and low effort as the retailing experience” is important, but something that is “often forgotten by technology companies looking to support brands with experiential marketing,” she adds.
“Impactful moments’ can help differentiate brands says Sybarite’s Mitchell, who believes that “luxury retail is about the uniqueness of brands and their brand experiences – creating the here and nowhere else.” The future for luxury retailing he says, lies in a “multiplying ecosystem of connected stories.”
The Intelligence take
In a world increasingly focused on efficiency, there’s a widespread appetite for experiences that deliver feeling: 65% of consumers in the US, UK and China say they think brands should make more effort to wow them with spectacular advertising and marketing. By striving for memorable storytelling experiences that take people on a journey and connect on an emotional level, retailers and brands can help them transcend the humdrum.
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