Key project data
- Location: Xydrobe, Mayfair, London, UK
- Capacity: Up to 12 visitors per hour in the immersive VR space
- Integrated technologies: Virtual Reality (VR), immersive audio, custom scent generation through Olorama equipment
- Impact: Enhanced emotional connection with the brand, reinforcement of craftsmanship, and a multisensory experience that showcases Manolo Blahnik’s iconic artistry.
This success story highlights how Olorama’s scent technology enriched the brand experience, blending luxury craftsmanship and cutting-edge virtual reality. The collaboration between Manolo Blahnik and Xydrobe set a new standard for customer engagement in the fashion industry by offering an immersive, multi-sensory exploration of the brand’s artistry.
Project introduction
Manolo Blahnik, the iconic luxury footwear brand, has always been known for its meticulous craftsmanship and unique designs. In October 2023, Blahnik took its artistry to the next level with the launch of The Manolo Blahnik Archives, The Craft virtual experience, which offers a deep dive into the creative process behind its renowned shoes.
In addition to the virtual experience, Manolo Blahnik partnered with Xydrobe to create an exclusive, immersive multisensory experience at their flagship Mayfair location. The collaboration not only highlighted Blahnik’s commitment to craftsmanship but also transformed the way customers engage with the brand, offering them a full sensory journey into the shoemaking process.
Olorama’s role in the brand experience
Olorama played a crucial role in enhancing the Craft experience by integrating its scent technology into both the virtual and physical environments.
- Immersive scents: During the 45-minute VR experience at Xydrobe, Olorama’s technology was used to release custom scents that matched the various stages of the shoemaking process. For instance, as visitors explored the Materials section, the fragrances of satin, taffeta, and silk were introduced, amplifying the tactile and visual elements of the narrative.
- Seamless integration: The scent was carefully synchronized with the VR visuals, creating a cohesive and immersive journey. The use of aromas that evoke the atmosphere of the atelier, such as leather and fresh fabric, heightened the realism of the experience, transporting guests directly into the world of Manolo Blahnik.
Olorama’s technology helped elevate the experience by creating a multi-sensory environment where scent played an essential role in deepening the emotional connection with the craftsmanship behind each pair of shoes.
Project results
- Celebration of craftsmanship: The Craft experience, enriched by Olorama’s scent technology, allowed visitors to explore the artistry behind Manolo Blahnik’s creations in an unforgettable way. By engaging multiple senses, guests gained a deeper appreciation for the detailed, multi-step process involved in crafting each pair of shoes.
- Enhanced emotional connection: The multisensory integration of scent with the VR journey created a stronger emotional bond between the visitors and the brand. By introducing visitors to the smells of the materials, the essence of the Manolo Blahnik atelier was brought to life in a way that strengthened the guests’ connection to the brand’s heritage.
- Luxury brand differentiation: This immersive experience set Manolo Blahnik apart in the competitive luxury fashion market. It not only showcased the intricate craftsmanship of the shoes but also used cutting-edge technology to offer a deeper, more personal engagement with the brand’s history.
- Innovative brand storytelling: The collaboration between Manolo Blahnik, Xydrobe, and Olorama represents a significant innovation in brand storytelling. The use of scent to complement the VR experience helped immerse visitors in the world of Manolo Blahnik, making the narrative of craftsmanship not just something to observe but something to feel on a sensory level.
Conclusion
By integrating Olorama’s scent technology into the Craft experience, Manolo Blahnik has set a new benchmark in luxury fashion storytelling. The collaboration with Xydrobe created an immersive, multi-sensory experience that took visitors beyond traditional fashion showcases and deep into the artistry that defines the brand.
The project successfully combined craftsmanship, innovation, and luxury into a compelling and memorable journey, offering customers a unique opportunity to connect with the essence of Manolo Blahnik. This success story exemplifies how blending virtual reality, scent, and craftsmanship can create an unparalleled brand experience, elevating consumer engagement and setting a new standard for luxury fashion marketing.
