American homewares brand Crate and Barrel has launched a virtual replica of its new physical flagship in the Flatiron district of NYC at 881 Broadway.
Created in partnership with VR specialists Obsess, the experience begins with a fly-through from the street through the front doors of an impressive building, encouraging consumers to visit the real thing.
The shoppable Google Street View-style of navigation of the photo-realistic virtual interior combines with whimsical animations overlaying the room sets and product displays, making for a more than just transactional experience. For example, clicking on a set of cutlery on a shelf sends it flying over to lay itself neatly on a nearby table, giving customers an interactive and digital-only way of interacting with the merchandise on display. In the kitchen area you can click to ‘meet the experts’ for seasonal recipe videos.
The entire experience feels more akin to playing a video game than the typical virtual store.
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