adidas by Stella McCartney brought key looks from its fall/winter 2017 collection to life via an immersive virtual reality (VR) debut in Tokyo. At the event, guests moved seamlessly between the collection’s two parallel worlds—city and nature—as the four leading looks were showcased in action.
“Every design has been considered … no matter what workout they’re doing or what the weather is like …, which is why we’ve created this playful virtual reality experience.” —McCartney
“City life and the outdoors both provide a boundless source of inspiration for me. The new FW17 collection exemplifies that in the nature-inspired prints, detailing, and the different technologies used. Every design has been considered so women can get creative and thrive in different environments, no matter what workout they’re doing or what the weather is like. We wanted this to come across in a fun and innovative way, which is why we’ve created this playful virtual reality experience,” says Stella McCartney.
After viewing FW17 campaign and cookbook imagery, guests immersed themselves in a 360° VR experience that wove the new adidas by Stella McCartney visual identity throughout the parallel worlds. Set in these contrasting environments, the Run, Train and Yoga range were shown within four scenarios to demonstrate workout opportunities.
The continuous virtual experience took place all around guests as four female athletes, including Japanese influencers Yuka Mannami and Chiharu Okunugi, performed synchronized movements.
Brand marketers aren’t the only retail industry professionals experimenting with VR. Learn about the technology’s emerging role in retail design in the July/August issue of Retail Environments and at the Shop!X Annual Meeting, Nov. 8-10 in San Antonio, Texas.