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  • Writer's pictureVijay Vaswani

VR Cinema Experience To Unfold Behind Harrods’ Doors.



Xydrobe, a trailblazer in the realm of VR cinema, is gearing up to launch a ground-breaking multisensory experience on Harrods' 5th floor starting this June. The company's latest endeavor involves the introduction of a state-of-the-art virtual reality cinema within the esteemed luxury department store, offering seating for up to 20 guests and showcasing monthly rotating 4D brand experiences.


Renowned for its collaborations with luxury brands, Xydrobe specializes in crafting captivating narratives tailored to the discerning tastes of their clientele, thereby bringing immersive virtual reality encounters to fruition. Through its advanced platform, brands can intricately weave their stories into immersive virtual environments, fostering deeper levels of audience engagement.


According to Xydrobe, their multisensory experience tantalizes all the senses, seamlessly blending captivating visuals via VR headsets with immersive surround sound, evocative scents, and gentle breezes. Each experience lasts approximately 10 minutes and can be booked in advance slots. According to a report by WWD, the founders of Xydrobe perceive this venture as their most ambitious retail initiative yet, aimed at forging stronger connections with luxury consumers and bolstering sales. Notably, Xydrobe has previously created immersive VR content for esteemed brands such as Manolo Blahnik and JW Anderson.


The immersive potential of VR holds significant promise for the future of shopping, offering consumers experiences that transcend the confines of traditional brick-and-mortar retail and online shopping. As highlighted by eTail Asia, it represents a top priority for brands seeking to emulate the success of early adopters of AR and VR technology, who have reaped substantial rewards.



As technology continues its relentless march forward, immersive VR experiences present a unique opportunity for retailers to create dynamic and interactive environments for their customers. With the increasing prevalence of VR headsets as consumer purchases, shoppers can soon enjoy 4D content from the comfort of their own homes. This evolution opens the doors for retailers to establish virtual showrooms where products can be meticulously explored and even virtually tried on, ushering in a new era of enriched shopping experiences.


Interested in VR for your next campaign? Drop us a line at hello@conten.tech.

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