Key project data
- Location: Harrods, London, UK
- Capacity: 20 people per session
- Integrated technologies: Virtual Reality (VR), 4D technology with multisensory effects (surround sound, scents, wind, and temperature effects), Olfactory technology by Olorama
- Impact: Increased emotional engagement with the brand, differentiation in the luxury market, and a multisensory narrative that transforms shopping into an immersive journey
Project introduction
At a time when consumers seek exclusive and memorable shopping experiences, Harrods has launched Xydrobe Cinema, an innovative Virtual Reality cinema designed to redefine brand storytelling in the luxury sector. This multisensory space allows customers to immerse themselves in the creative world of luxury brands through compelling narratives, strengthening emotional connections and transforming retail into a journey of discovery.
Xydrobe Cinema represents an evolution of luxury VR experiences, moving from the intimate setting of individual pods to a more expansive group experience, developed in collaboration with architectural studio Sybarite, known for its work on the iconic SKP malls in China.
The multisensory experience
Located in an exclusive space within Harrods, Xydrobe Cinema offers visitors a complete escape from the bustling store environment. Through an “immersion tunnel,” customers enter a space designed for relaxation and reflection, where cutting-edge technology meets sophisticated architectural design.
The cinema is equipped with high-end Varjo VR headsets, surround sound, and sensory effects such as fragrances, wind, and temperature changes, achieving a fully immersive 4D experience. A key innovation in this experience is the integration of Olorama’s olfactory technology, which generates precise scents at critical moments in the storytelling, deepening emotional engagement and making the journey even more immersive.
Collaboration with Vacheron Constantin: “The exceptional voyage”
For its debut, Xydrobe Cinema partnered with prestigious Swiss watchmaker Vacheron Constantin to present “The Exceptional Voyage,” a ten-minute film that immerses the audience in a surreal journey blending reality and imagination. Visitors explore settings such as Harrods’ security deposit room and Vacheron Constantin’s headquarters on Lake Geneva before being transported to dreamlike landscapes like lunar deserts and distant galaxies.
The inclusion of Olorama’s scent technology enriches the sensory dimension of the experience, heightening emotions and enhancing the realism of each scene. Scents corresponding to different environments, from the crisp, refined air of Geneva to the earthy, mysterious notes of lunar landscapes, help transport visitors beyond the visual and auditory, engaging their sense of smell to create a truly holistic experience.
Vacheron Constantin aims to introduce new customers to its world through a memorable experience, offering an innovative approach to brand storytelling that goes beyond traditional product presentations. The brand hopes this experience will spark curiosity among younger generations, providing them with a first encounter with the world of fine watchmaking.
Project results and benefits
- Transforming retail into an immersive experience: Xydrobe Cinema reimagines how consumers interact with luxury brands, creating a space where brand narratives come to life through technology and sensory design.
- Emotional connection with consumers: The combination of VR, sound, scents, and tactile sensations strengthens the relationship between the brand and the consumer, creating lasting and impactful memories.
- Enhancing the experience with Olfactory Technology: Olorama’s scent integration adds an extra layer of engagement, deepening immersion and evoking emotions that make the experience unforgettable.
- Attracting new audiences: The group-oriented nature of the experience enhances socialization and allows brands to connect with younger audiences accustomed to interactive and shared experiences.
- Innovation in brand storytelling: By taking brand narratives to a multisensory level, Xydrobe Cinema sets a new standard in experiential marketing, positioning Harrods and its partner brands at the forefront of the industry.
Conclusion
Xydrobe Cinema at Harrods marks a milestone in the evolution of luxury retail, demonstrating how technology can enrich the shopping experience and create deep emotional connections with consumers. The collaboration with Vacheron Constantin is just the beginning of a new era where luxury is not only sold but also experienced.
By incorporating Olorama’s olfactory technology, the experience becomes even more immersive, engaging multiple senses to craft a truly unforgettable journey. With this project, Harrods, Xydrobe, Sybarite, and Olorama have successfully turned shopping into an exploration of emotions, storytelling, and exclusivity.
