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the chance to meet Kawhi Leonard during the said Richard Slater, Chief R&D Officer at Unilever. The Spiced Shop, New York City, US
game. It was Web3 in real-time, brought to life in In addition, the consumer goods corporation col-
the heart of the arena. laborates with experienced perfumers from the
Situated on London’s Oxford Street, Europe’s UK, the US and India to work on its global port-
busiest shopping street, the first Future Stores folio of brands. “By recruiting expert perfumers
location is steps away from iconic landmarks and leveraging new capabilities including digital
such as the British Museum and bustling neigh- technology and AI, we will help drive unmissable
bourhoods such as Soho and Fitzrovia. Visible to brand superiority in line with Unilever’s Growth
millions of commuters and shoppers, it provides Action Plan, developing fragrances that consum-
unrivalled access to a local and international ers love and enhancing the overall experience of
audience and is home to many of the world’s our products.”
most valuable brands. Future Stores is a dynamic, Back in October last year at the Flatiron Plaza in
immersive experience, designed to engage your New York City, Valentino launched a beauty brand
audience and to encourage them to share. The activation that featured a smart AR mirror for
store is supported by sophisticated data and virtual lipstick try-ons. The mirror enabled virtual
tracking allowing brand owners to customise, try-ons, real-time previews and tangible takeaways
personalise and improve the experience as they via printed photos. Aesthetic integrity was non-ne -
see fit. The London landmark was created with gotiable, so the tech was seamlessly embedded, not
flexibility and agility in mind. LED screens are showcased. This wasn’t about spectacle. It was
BOSS, Holiday Virtual Experience
reprogrammable in an instant, offering dynamic about giving passers by a reason to pause, play and
content adjustment, dividers to split the space connect emotionally with the product.
into two, brand showroom areas, meeting rooms, The Vogue Brand Activation event that ran Korea 360, The Dubai Mall, Dubai, UAE
spacious stock areas and a team ready to help from November last year to June this year was
deliver the ultimate brand vision. VOGUE: Inventing the Runway, which was a spec -
After launching its sixth and seventh retail tacular new immersive experience that explored
store in the US this year, the tech giant Google, the history of the fashion runway show, from the
as part of its ongoing expansion, is poised for its intimate couture salons of the early 20thcentury

inaugural physical sites outside the US, with India to the unforgettable pop-culture events of the
emerging as the focal point of this expansion. The present. Narrated by Cate Blanchett, the show
upcoming Google stores are designed not just utilises Vogue’s remarkable archive and contrib-
to sell products but also to create an immersive utor network to create an experience that brings
brand experience that resonates with consumers. together the industry’s leading voices from the
By targeting the luxury segment, Google aims to past, present and future. With first-hand testi-
enhance its competitive edge against Apple and mony and a rich mixture of media, Inventing the
other established players in the market. India rep - Runway revealed how fashion shows became
resents one of the fastest-growing markets for the ultimate statement of a designer’s vision -
smartphones globally, with around 712 million at times, a walking expression of their identity
smartphone users. This burgeoning consumer - reimagined season after season and year after
base presents immense opportunities for tech year. It was a celebration of the imagination, dis-
companies looking to expand their footprint. cipline and passion that has revolutionised how we
A new immersive centre with a focus on South experience fashion. Through a cycle of thematic
Burberry’s ‘Social Retail Store’, Shenzhen, China
Korean culture has arrived in Dubai and it may be chapters, Inventing the Runway used original ani -
the closest thing to visiting Seoul without having mation in an experience that was both visceral
to leave the country. Korea 360 opened on 11 April and insightful, with immersive sound design and a mart Skyward marked a significant milestone in across galaxies to uncover the secrets of an inter
-
Valentino Brand Activation,
Flatiron Plaza, New York City, US on the first floor of Dubai Festival City Mall. The score that fused classical and pop music. the brand’s virtual world strategy. It was released stellar civilisation. Walmart Skyward marks a
Korea 360 initiative is a collaborative effort from Earlier this year, Walmart launched its first ever as an action-packed, story-driven server on Mine - turning point for how legacy retailers show up in
the Ministry of Culture, Sports and Tourism and server on Minecraft Java Edition. It was released craft Java Edition where players embarked on a virtual worlds. By combining Minecraft’s open-
organised by the Korea Creative Content Agency. in the run up to the release of A Minecraft Movie space adventure to find a lost friend. It ran over ended creativity with a cinematic, story-driven
Supported by various ministries, the event aims to in cinemas back in April. Built by Moonrock and the course of six weeks, with a new chapter being experience, the brand has reimagined what a
promote South Korean entertainment and culture powered by strategic insights from GEEIQ, Wal- released each week, taking players on a journey brand activation can look like.
on a global stage. Inside the space lies an immer-
sive experience that includes an interactive space Google Store, Oakbrook Center, Oak Brook, Illinois, US
for K-pop and K-drama fans. It features things
like a wall of handprints and famous outfits from
K-pop stars. The country’s history is on display
with artefacts and traditional dress. There are
also exhibitions that showcase viral and trending
South Korean brands and products such as food,
beauty and lifestyle goods. The space can also be
used to host workshops, cultural events and festi-
vals as well as K-pop performances and meet-and-
greets with musicians and celebrities.
Unilever is investing US$105M to build a
“world-class, digital-first” fragrance house,
aimed at boosting the expansion of its fragrance
segment. The fragrance house will be powered by
digital and AI technology, as well as neuroscience
techniques to better understand how smell affects
mood and enhances emotional wellbeing. There
will also be 1,000 raw materials available to
create a unique fragrance formula. “This initiative
will enable us to create and develop our own fra-
grances, as well as continue to work closely with
our important existing partners in the industry,”

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